Investigating the role of social inhibition in enduring involvement in online synchronous exercise classes: A use and gratification perspective.

With the advancement of communication technology, online synchronous exercise courses become more common in recent years due to their ability to transcend time and space. Based on uses and gratifications theory (U&G), this study proposes a conceptual model for online synchronized exercise classes and examines the relationships among social inhibition, motivation, satisfaction, and continued involvement. After 322 valid questionnaires were collected and analyzed by partial least squares (PLS), this study confirmed the significant positive effects of hedonic, identified, and integrative motivation on online synchronous exercise satisfaction and the significant negative effect of social inhibition on online synchronous exercise satisfaction. Moreover, online synchronous exercise satisfaction has a positive effect on enduring involvement. This study not only contributes by extending the application of U&G theory to dynamic online synchronized exercise and addressing the interaction and pressure of online users in cyberspace but also provides novel marketing strategies for fitness and sports organizations.