Factors Influencing Physical site visit: On a Theoretical Framework

[Abstract] Based on the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) based on the analysis of rate of return visits sports sites, proposes a sports site accepted analytical framework. That the sports users visit the site before experience and emotional factors affecting the resulting site visit the main factor, site quality on improving the usefulness of sports users, ease of use plays an important role in sensation and improve the site's interactive website is to increase satisfaction, customer loyalty The main way.

[Paper Keywords] theory of reasoned action, Technology acceptance model, sports sites
First, the theoretical basis
First of all people to visit sports sites is an act, followed by the acceptance of network Technology. The act theory of Technology acceptance decisions and a lot of (FishbeinandAjzen, 1975, Davis1989, DeLone and McLena, 1992, Gelderman, 1998, Montazemiet1a.1996, Parikhetat. 2001, etc.), here we introduce the two main theoretical models: theory of reasoned action and Technology acceptance model.

(A) Theory of Reasoned Action (TRA, theTheoryof ReasonedAction)
Fishbein and Ajzen in 1975 proposed the theory of reasoned action, is considered the analysis of consumer behavior in the effective theory, to receive widespread attention (for example: Bright, 2003, Crosby & Muehling, 1983, Fitzmaurice, 2005, Sheppard, Hartwick, & Warshaw, 1988) . application of rational consumer behavior theory, we can predict the intentions and behavior of consumers in what circumstances and when it will change their behavior (Sheppardeta1., 1988). theory of reasoned action is a generic model that can be used to explain any behavioral problems (Ajzen & Fishbein, 1980). The framework shown in Figure 1.


TRA that people are rational, an act making all kinds of Information before the Council to consider the comprehensive meaning and consequences of their actions. The theory that human behavior intention is that people intend to act in a particular attitude, individual behavior behavioral intention to some extent can be reasonably inferred. For example, the behavior of sports users (such as access to sports sites) in a way you can reasonably infer from the behavior intention.

The intention to turn, the behavior of individual attitudes on behavior and subjective criteria (attitudeandsubjectivenorms) decision. Fishbein & Ajzen, and that attitude is that people act on a target held in a positive or negative emotions, it is the result of behavior faith and the importance of this result the estimates of the decision. Therefore, we must distinguish between behavioral intention and actual behavior, for some fans, and particularly opposed to a special support team, the team compared to those who neutral fans, are more likely to watch the game or surf news (Mahony & Howard, 1998). subjective criteria referring to people by the individual should do to others that the level of trust and their own views on others, consistent with the motivation determined level. These factors combine to have given rise to behavioral intention (propensity), leading to behavior change. In this study, focused on the study of sports site users previously used the experience of sports, so out of our subjective criteria the model.

For example, a sports fan used a sports site, sports site on the belief that (BeliefsnadEvlautations): "Web site content updates in a timely manner," or 'web interface is simple and smooth ", a belief that users will experience this site generates love and support of the attitude (AttitudetowardBehavior), these attitudes will have to log in again in this sports sites and behavioral intention (BehavioralIntention).


(B) of the Technology Acceptance Model (TAM, thetechnologyacceptnacemode1)
Technology acceptance model is proposed by Davis in 1989, and to explain Information systems (especially computers) users of the technology acceptance model. TAM is considered to be an effective, short powerful models to explain technology acceptance (Venkatesh & Davis, 2000). The framework shown in Figure 2.


Technology acceptance model proposes two major determinants: First, perceived usefulness (PerceivedUsefulness-PU), a specific system for users to improve the level of job performance. Second, the perceived ease of use (PerceivedEaseofUse-PEOU), easy to use a specific system level.

That the system uses the technology acceptance model is determined by the behavioral intentions, behavioral intention is a person want to use the attitude and perception of the usefulness of joint decision, and would like to use the attitude is perceived usefulness and perceived ease of use joint decision , the perceived usefulness perceived ease of use by the external variables and common decision, perceived ease of use is determined by external variables.

The usefulness and sports sites will affect the operation more difficult if users visit, and visit sports level. If the operation is simple to use, rich content useful, users will have to sport the attitude and intention for further use, thus more likely to visit the site.

Second, sports Internet users visit rate: A Theoretical Framework
(A) analytical framework
From the above theory of reasoned action and technology acceptance model, we know that sports Internet users visit sports sites by many factors: such as the Web site usefulness, ease of use and the resulting trust, satisfaction and so on.

In addition to the above factors by the outside, the interactive nature of the site itself is a very important factor. Interactive sports site users awareness of physical, sensory and behavior have a particularly significant impact. Sports site users to receive and exchange through sport Information exchange to create a new environment. change the traditional past 'one to many "become a' many to many" communication system. CoyleandThorson (2001) and Wu (1999) with experience in interactive data will be verified site the attitude of the users have an important impact on the site, Wu found on the website and interactive web site was a positive relationship between attitude (1999) Web site, such as through the provision of community activities, blog, video, Flash quizzes, games, reviews, and interact can increase satisfaction and loyalty on the site.

I love sports, and how other factors also affect access to sports sites, and perhaps these factors are not sports Web site operator can control and change. ShnaknadBeasley (1998) developed a model to study the degree and love of sport participation in sports-related activities (such as participating in sports, watching sports, watching sports television, view sports news and magazines) relationship.'s love of sports will perceive the importance of sports (Mittal, 1995). Thus, sports love of sports sites will affect the attitudes and behavior. other factors also affect the rate of return visits to the site, such as social impact: the TRA's subjective criteria, individual behavior by their own views on the impact of technology use, this views and opinions of others affected by (Thompsonet.al, 1991). Another example is patriotism, will also affect the sports Web site's login and visit .2008 Olympics greatly inspired the Chinese people's patriotism, from opening to closing daily average of 6,000 million Internet users visit the official website of the Olympic Games!

Contact sports site visit of some of the other factors, we have the above theory of reasoned action and technology acceptance model for further amendments to the following sports Web site developed theoretical framework for a return visit rates (Figure 3).


(B) Analysis
In this model, some factors can be through sports Web site administrator to change or influence. Such as sports site perceived usefulness and ease of use, interaction, satisfaction and trust, sports site managers can improve the site quality of the system to provide rich content, improve service, increase interactivity and other ways to change or influence. part of the factor is difficult to change the Web site administrator and influence, such as the sports level of Internet users love sports, and other factors. Links to Research Papers Download to focus on our central http://www.hi138.com managers can change and influence the variables: sports Web site usefulness and perceived ease of use, satisfaction and trust of the sports sites, sports sites interaction and so on.

1. Quality of the system: system quality, including a lot of content, such as the connectivity user interface, easy to use, quality of documentation, code quality and maintainability. In general, the quality of the system can be divided into front end and back-end quality quality. front-end quality of a site and design of the usefulness of the interface, navigation and interactive website features back-end quality assurance refers to the effectiveness of Information systems. front-end and back-end quality with the common quality assurance system of the site quality assurance Web site correctly.

Web interface, users and Information systems as a medium, plays an important role. Using the latest Web technology to design the interface, use the page novel, beautiful, unique, well-produced visual effects, can improve the quality front, the choice of server time, select the speed, landing in a short time server, you can improve the site's back-end quality. Otherwise, waiting for visitors to generate psychological irritability, next time choose the type of site, he will have a choice.

2. The content and quality of sports information. If the content of the site above (below) expectations, positive (negative) feelings will improve, satisfaction will increase (decrease). Sports information and timely updates, classification clear, accurate and can be believe will improve the site user satisfaction and trust. such as increased competition in the forecast, players (teams) of the background information, providing community activities, talent, blog, video, Flash, WAP, AVR, online services, quiz , games, reviews and so on, reprinted an article written by sports users, or blog, providing game photos, player photos, provide competition (especially the classic game) download, etc. will increase the site's content. McKinney, who has developed a six-dimensional indicators to measure the quality of the information page: reliability (relevance), easy to understand (understandability), reliability (reliabilitv), full (adequacy), coverage (scope) and usefulness (usefulness) (2002).

3. Perceived effectiveness. For a successful site, if the purpose of considering whether the effective fulfillment of objectives and cause a given user satisfaction is the most important. Web site to let users to effectively accomplish its objectives, to make users very satisfied, perceived usefulness, with some advantages, there are the expected outputs and compatibility. Venkatesh et al study that the perceived effectiveness of four components: perceived usefulness, the advantages related to, the expected output and compatibility (2003). Sports Science web design services in place and high quality of information, making the sports Web site more convenient, more useful, more secure and more fun. will have experience in sports users, emotional reaction, of users mood , perceived risk and purchase intention.


In some sports sites such as search engines, users simply enter key words to get the appropriate sports news or data to greatly facilitate the users to improve their satisfaction.

In addition, increased personalized, differentiated service levels will improve the users perception of the effectiveness of sports. Some sites rely on exclusive resources, more creative and build two sites and sub sites, etc., to provide differentiated products. Beijing Senior Olympic Games official website integrated with the second phase of ticketing site, charge card web site, radio frequency applications for websites, logo approval by the relevant departments of four construction sites in the service two sites, and further improve the digital maps and other services, in 2006 During the World Cup, Sohu also make full use of the Internet in China 2006 World Cup official music video licensing and digital wireless and Internet-exclusive right to open starting a "World Cup theme song," differentiated services such as columns, as Sohu World Cup site Internet users gain more resources.

4. Confidence. Trust is the foundation of any transaction between the two parties. However, there are a lot of confidence in the meaning and different standards, each person's point of view from their different standards (Singletoneta1.1988) when a transaction from the site, they face a high degree of uncertainty, constraints of their trading intentions, especially in electronic transactions (such as online purchase of sports goods) in (Gefen2000). unless reduced uncertainty, people will be trading, the most effective way to reduce uncertainty is to develop trust ( HartandSaunders1997, Gefen2000).

5. Loyalty. Loyalty is to re-visit that. Crockett believes that loyalty has two dimensions: the frequency of return visits and time spent on the site (2000). If each time you visit that have experienced a very smooth process, would lead him to be be happy to visit again. BloemerandRuyter that customer satisfaction will bring the site loyalty (1998). loyal users is very important to sports sites, and log the number of Internet users more loyal, buy more goods, more incentive to release information, promotional site, the site has a higher tolerance (DickandBasu, 1994) .2007 year, Internet users IResearch Research system iUSerTracker continuous user behavior Research shows that: Users of the site Sports Information Class relatively viscous high. while the higher viscosity, they also represent a high customer loyalty, so the Internet media can use this competitive advantage of sports information, effectively increase the users on their own Web site loyalty.

6. Interaction. Web site of interaction, such as bringing a positive impact on satisfaction and other users will lead to re-visit (Dholakiaet.al, 2000). Sports Interactive site includes three dimensions: user control, responsiveness, real-time interaction, and thus and information to people interaction and human interaction. user control means that users have the ability to take action to control communication. such as editing information, features, sports topic each visitor to initiate a communication, such features will affect the user access to information and the behavior of a return visit. no user control, visitors will be passive, communication will become a one-way road. responsivity reflects the action after the introduction of whether the visitor feedback. for sports users it is important to get a response and the speed and extent of the response. feedback can be information (such as search results) and actions (such as the suggestion of Internet users use e-mail to reduce the download time). If the feedback is timely, that interaction very effective.

Interactions will affect the real-time interaction, especially the interaction of people and information. Feedback, high speed, interactive level is high. Real-time interaction, assuming that a user aims to share with other sports users, web interface should provide content and the environment to help users achieve their goal. effective feedback to improve customer loyalty, and enhance the feelings of the site, and users of real-time interaction can promote the site administrator to improve their service levels.

Third, the conclusion
Through the theory of reasoned action (TRA) and the Technology Acceptance Model (TAM) of the comb, and based on the proposed site visit rate sports theoretical framework of analysis, we draw the following conclusions.

1. Previous experience to visit sports sites and the resulting emotional factors that affect Internet users visit Web site sports a major factor. Sports Internet users visit sites in the choice, pleasure and sense experience is the most important.

2. Site quality (including system quality and information quality) to improve the usefulness of sports users, ease of use feel, improve customer satisfaction and develop loyalty, and further strengthen customer relationships play a very important role. Quality of the site can be the site features, items or services to measure, users of these variables can improve the sport experience, emotional reaction, leading to more attention and a return visit for a long time, users of the sports trust, satisfaction and loyalty has a positive impact.

3. Caused by the interaction of different levels of satisfaction and loyalty is not the same, interactive sports sites on the contribution of the customer relationship and satisfaction is dynamic, with the customer experience of online spending to change (SoWonJeong, 2007). To improve the interactive website satisfaction is to improve the Web site of the main ways to improve the sport is to improve users satisfaction rate of the main methods of their visit. Links http://www.hi138.com Research Papers Download