Yin He, Huang Xin, Zhou Guangming
School of Journalism and Communication, Wuhan University, Wuhan 430072, China.
Behav Sci (Basel). 2024 Feb 21;14(3):157. doi: 10.3390/bs14030157.
Social media fitness influencers are driving the maturation of online fitness, which is especially significant in the current era of globally decreasing levels of physical activity. However, there is a paucity of research on online fitness videos, and the mechanism of influence of fitness videos on exercise intention is not well understood. Therefore, based on the stimulus-organism-response (S-O-R) theoretical framework, this study extends the source credibility theory to the field of fitness and adds an examination of the content quality and electronic word-of-mouth of fitness videos to explore how fitness videos motivate users to participate in physical exercise. Through an online survey, 367 valid samples were collected and validated using a structural equation model. The results showed that the three elements contained in source credibility theory have inconsistent importance in the fitness field, with trustworthiness being the most important, followed by attractiveness, and the influence of expertise is not significant. In summary, the attributes of social media fitness influencers, including trustworthiness and physical attractiveness, as well as the content quality and electronic word-of-mouth of their fitness videos, may lead to viewers' trust and perception of the usefulness of the videos and, furthermore, lead to exercise intention.
社交媒体健身影响者正在推动在线健身的成熟，这在当前全球身体活动水平下降的时代尤为重要。然而，关于在线健身视频的研究较少，健身视频对运动意愿的影响机制也尚未得到充分理解。因此，本研究基于刺激-机体-反应（S-O-R）理论框架，将来源可信度理论扩展到健身领域，并增加了对健身视频内容质量和电子口碑的考察，以探讨健身视频如何激励用户参与体育锻炼。通过在线调查，收集了367个有效样本，并使用结构方程模型进行了验证。结果表明，来源可信度理论中的三个要素在健身领域的重要性不一致，可信度最为重要，其次是吸引力，专业性的影响不显著。总之，社交媒体健身影响者的属性，包括可信度和身体吸引力，以及他们健身视频的内容质量和电子口碑，可能会导致观众对视频的信任和有用性认知，进而导致运动意愿。
