Author(s)

Wu Hongjiang

Corresponding Author

Wu Hongjiang

Abstract

As the main business model in the future, the development of OTO depends on the support and stickiness of users. It is necessary to deeply understand the characteristics of consumers' consumption behavior and the actual situation of consumers' consumption feelings, so as to carry out fine marketing on this basis. Firstly, it classifies college students' users from the characteristics of fitness consumption behavior. Then it analyses the differences of service feelings and use intention of different types of users from the aspects of convenience effect, social impact, risk and consumption trust perception. Finally, it puts forward suggestions based on the conclusions.

Keywords

Fitness, OTO, service feelings, College student.