Analysis of Usage Characteristics of Sports Social Platforms Among University Students in Zhaoqing City

This study surveyed 800 college students in Zhaoqing City using questionnaires and field observations to analyze their usage of sports social platforms and the influencing factors. The results show that these platforms are widely used, with Keep being the most frequently used, accounting for 52.5% of users; 40% of students use them 3-4 times per week. The utilization rates of virtual reward and social interaction functions are 75% and 70%, respectively. These platforms are primarily used during running and gym workouts, with the core purposes being data tracking and seeking social recognition. Factors affecting usage are divided into internal and external factors: personal achievement motivation, social needs, and time management are the main internal factors; platform usability, peer influence, and the university's sports atmosphere are key external factors. This research can provide references for universities to optimize sports activities and for platforms to improve their features, thereby helping to increase college students' participation in sports.