Exploratory Study on Digital Fitness Service Experience Based on Grounded Theory

다국어 초록 (Multilingual Abstract)

In this study, the research method of grounded theory is used to explore the digital fitness service of smart gym. The purpose is to improve the user experience by identifying the influencing factors of service experience. Based on the interview data of 48 gym users, the coding results generated a theoretical framework with "continuous value perception" as the core variable. This framework describes the service experience path from "overcoming resistance" to "seeking new experience" and then to "strengthening connection", and illustrates the important influences of service initiative, sensory stimulation and real-time interaction on service experience. Research shows that, in the field of digital fitness services, the complete cycle of service experience and service encounter has become the sum total of interactions between all service providers and digital technology. The main service contact types of smart gyms are turning to technology-facilitated and technology-generated.