Improving College Students’ Selection of Sports Apps through a Paid Willingness Model for Sports Applications among Students

Abstract

This study explores university students’ payment willingness and price sensitivity toward sports applications, focusing on Keep and Codoon. With the rise of smart devices and the “Healthy China” initiative, such apps are increasingly popular, especially among students who value health management and social interaction but possess limited spending power. A comparative case study highlights how functional differences—Keep’s emphasis on professional courses versus Codoon’s social engagement—shape user behaviors and payment decisions. Findings reveal that students use these apps to pursue health, reduce stress, and maintain social connections, favoring simple designs and intermittent, high-frequency usage. Payment conversion depends on factors like functional fit, while price sensitivity is nonlinear: students show higher acceptance in low-price ranges but strong resistance to higher prices. Codoon demonstrates stronger retention and repeat payments due to its social features, whereas weak-demand users often switch to free platforms. The study introduces a dual-dimensional model explaining how social functions drive repurchase via retention, suggesting strategies such as campus-based promotions, enhanced social design, and tiered pricing to better engage Generation Z.