Cheng Kuo-Hung, Chiang Chang-Tang, Cheng Ya-Yun, Lee Bruce C Y
Graduate Institute of Business Administration, Fu Jen Catholic University, New Taipei City, Taiwan.
Department of Information Management, Chinese Culture University, Taipei, Taiwan.
Heliyon. 2024 Jul 23;10(15):e35104. doi: 10.1016/j.heliyon.2024.e35104. eCollection 2024 Aug 15.
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.
随着通信技术的进步，在线同步运动课程近年来因其能够超越时空而变得更加普遍。基于使用与满足理论（U&G），本研究提出了一个在线同步运动课程的概念模型，并考察了社交抑制、动机、满意度和持续参与度之间的关系。在收集了322份有效问卷并通过偏最小二乘法（PLS）进行分析后，本研究证实了享乐动机、认同动机和整合动机对在线同步运动满意度有显著的正向影响，而社交抑制对在线同步运动满意度有显著的负向影响。此外，在线同步运动满意度对持续参与度有正向影响。本研究不仅通过将U&G理论的应用扩展到动态的在线同步运动并解决网络空间中在线用户的互动和压力做出了贡献，还为健身和体育组织提供了新颖的营销策略。
