An Empirical Study On The Impact Of Sports Health Information In The Digital Age On Urban Residents’ Fitness Consumption Behavior

In the flourishing digital age and platform economy,live broadcasting has deeply intervened and transformed people’s lives and consumption habits.By the first half of 2023,live broadcast users in China exceeded 750 million.As a significant component of live broadcasting,fitness live broadcasts have integrated various emerging technologies.With characteristics such as immediacy,interactivity,and entertainment,it has extensively influenced the application of sports health information,participation in sports fitness activities,and sports fitness consumption.It serves as a crucial engine for driving digital sports consumption and forming new productive forces in sports.Investigating the impact of health information in fitness live broadcasts on residents’ sports fitness consumption behavior holds practical significance and scholarly value for enhancing the application of health information,cultivating residents’ health literacy,and promoting sports consumption.The study of sports health information,sports fitness consumption,and sports fitness consumption behavior has become a hot topic of mutual interest in both academic and industry circles.This paper,taking fitness live broadcasting as an entry point and based on literature review,defines the concepts of sports health information and sports fitness consumption behavior in the digital era.Utilizing literature review,Delphi method,questionnaire survey,and mathematical statistics,it explores the patterns in which urban residents obtain sports health information through fitness live broadcasts,their preferences for consuming sports products,and the significant differences in sports fitness consumption behavior.Building on the Health Belief Model,Theory of Planned Behavior,and Technology Acceptance Model,it constructs a theoretical model on the impact of health information on urban residents’ sports fitness consumption behavior in the digital era.Employing an empirical research paradigm,through structural equation modeling and Amos software,the paper scientifically validates the theoretical model and research hypotheses,elucidating the mechanism of action of health information on sports fitness consumption behavior among urban residents.Firstly,it clarifies the new connotations and characteristics of sports fitness consumption behavior under the digital platform context.The paper categorizes sports fitness consumption behavior into sports health information consumption behavior,participation in sports fitness activities,and purchasing of sports fitness goods.Through K-means clustering analysis,urban sports fitness consumers are divided into high,medium,and low levels of sports fitness consumption groups,exploring differences in acquiring sports health information,consuming sports products,and engaging in sports fitness consumption behavior among these groups.Secondly,through stratified random sampling,2300 offline paper questionnaires were distributed,and based on the survey data,patterns of urban residents using fitness live broadcasts to acquire health information were summarized.It was found that urban residents are most concerned with knowledge-based sports health information and least with action-based health information,indicating a preference for learning sports health knowledge through live broadcasts rather than taking action or changing behaviors.The paper also identifies urban residents’ preferences for consuming sports products and significant differences in sports fitness consumption behavior among them,highlighting the influence of personal and family economic status,education level,and occupational background on such behaviors.Thirdly,this paper applies a localized comprehensive use of the Health Belief Model,Theory of Planned Behavior,and Technology Acceptance Model,attempting to expand the theoretical models by extending the dependent variable from willingness to use to consumption behavior.It refines the variables affecting users’ perceptions into perceived benefits and perceived losses,including perceived usefulness,ease of use,credibility,interactivity,entertainment(as benefits),and perceived risks,barriers(as losses).Incorporating these variables into the constructed theoretical model,research hypotheses were proposed and validated through a structural equation model recursive model.Out of the 20 research hypotheses proposed,14 were validated,and 6 were not,offering new insights while corroborating existing theories and previous research.The findings include the non-significant impact of perceived credibility on perceived usefulness in fitness live broadcasts,suggesting that even credible content needs to align with users’ personal fitness goals and needs to be considered useful in an era of information overload.Additionally,the paper discusses the non-significant impact of perceived risks and barriers on perceived usefulness and the willingness to use fitness live broadcasts,indicating that users prioritize the actual benefits of fitness live broadcasts over potential risks and barriers.Finally,the paper proposes strategies for enhancing urban residents’ sports fitness consumption behavior in the digital era,focusing on consumption concepts,strategies,and dynamics.It emphasizes digital empowerment,policy support,platform innovation,proactive health promotion,and ecological empowerment to improve the quality of sports fitness consumption.