Wang Lidong, Li Xiuhong, Wang Donghai, Zhu Jianyong
School of Physical Education, Nanjing University of Posts and Telecommunications, Nanjing, China.
Department of Physical Education, Harbin Institute of Technology, Weihai, China.
Digit Health. 2024 Dec 15;10:20552076241302016. doi: 10.1177/20552076241302016. eCollection 2024 Jan-Dec.
This study explores how trustworthiness, expertise, and attractiveness of fitness influencers affect Chinese users' attitudes, subjective norms, perceived behavioral control, and intentions to engage in fitness activities on social media. By integrating the Theory of Planned Behavior with source credibility theory, this research examines the effectiveness of digital health communication in China, offering a novel approach.
Data were collected through a cross-sectional survey using convenience sampling, targeting 339 active fitness video viewers on DouYin, China's premier short video platform. The survey was administered via the professional online platform Sojump.com. Participants, active followers of various fitness influencers, engaged with diverse types and durations of fitness videos. Confirmatory factor analysis and structural equation modeling validated the measurement and structural models, rigorously examining the hypothesized relationships within the study.
Trustworthiness and expertise of influencers significantly influenced users' attitudes and perceived behavioral control, crucially affecting their intentions to engage in fitness activities. Unlike trustworthiness and expertise, attractiveness had no significant impact on subjective norms. Gender did not moderate these effects, indicating a consistent influencer impact across male and female users.
This research underscores the critical role of credible fitness influencers in enhancing engagement with health-promotive behaviors on social media. It emphasizes that authenticity and reliability are more influential than attractiveness in promoting health behaviors. This study advances our understanding of effective health communication on social media and offers practical insights for leveraging influencer credibility in public health campaigns.
本研究探讨健身领域有影响力者的可信度、专业知识和吸引力如何影响中国用户在社交媒体上参与健身活动的态度、主观规范、感知行为控制和意愿。通过将计划行为理论与来源可信度理论相结合，本研究考察了中国数字健康传播的有效性，提供了一种新颖的方法。
采用便利抽样通过横断面调查收集数据，目标是中国领先的短视频平台抖音上339名活跃的健身视频观看者。该调查通过专业在线平台问卷星进行。参与者是各种健身领域有影响力者的活跃追随者，观看了不同类型和时长的健身视频。验证性因素分析和结构方程建模验证了测量模型和结构模型，严格检验了研究中的假设关系。
有影响力者的可信度和专业知识显著影响用户的态度和感知行为控制，对他们参与健身活动的意愿有至关重要的影响。与可信度和专业知识不同，吸引力对主观规范没有显著影响。性别并未调节这些影响，表明有影响力者对男性和女性用户的影响是一致的。
本研究强调了可信的健身领域有影响力者在增强社交媒体上促进健康行为参与度方面的关键作用。它强调在促进健康行为方面，真实性和可靠性比吸引力更具影响力。本研究推进了我们对社交媒体上有效健康传播的理解，并为在公共卫生运动中利用有影响力者的可信度提供了实际见解。
