A Study Of The Factors Influe-Ncing Users’ Willingness To Participate In The Fitness Live-Streaming

In order to investigate what factors have an impact on users’ willingness to participate in fitness live streaming,this study,based on the reading and combing of related literature such as the technology acceptance model,social presence theory and social cognitive theory,uses the technology acceptance expansion model as the basic theoretical model,combines the content of in-depth interviews to propose nine hypotheses,and accordingly constructs a framework with the external environment,social presence,perceived usefulness,perceived entertainment and self-efficacy as the independent variables and willingness to participate as the dependent variable.To test the hypotheses,432 valid questionnaires were collected by questionnaire and subjected to descriptive statistics,reliability testing,correlation analysis and regression analysis.This led to the following conclusions: 1)the occurrence of the new crown epidemic has a driving effect on users’ willingness to participate in fitness live streaming;2)relationship recommendations can enhance users’ specific perceptions of fitness live streaming;3)the social presence of live streaming can strengthen users’ positive perceptions of participating in fitness live streaming;4)the perceived usefulness of fitness live streaming is the primary factor influencing users’ willingness to participate;5)the entertainment aspect of fitness live streaming is the 6)users’ self-efficacy has a significant impact on their willingness to participate in fitness live streaming.Combined with the research findings,this paper puts forward relevant suggestions to improve the development of fitness live streaming and enhance users’ fitness intention: 1)continue the epidemic background dividend and promote the combined development of online and offline;2)skillfully leverage the relationship network to enhance the publicity of fitness live streaming;3)make comprehensive use of symbolic interaction to enrich the fitness live streaming clinical experience;4)strengthen the platform qualification audit and enhance the teaching ability of fitness anchors;5)attach importance to users’ emotion arousal to create a pleasant atmosphere for fitness live streaming;6)optimizing live content design to enhance users’ self-efficacy in many ways.Although this paper combines the technology acceptance expansion model,social cognitive theory and the social presence of the media to explore what factors will have an impact on users’ willingness to participate in fitness live streaming;however,this study is still unable to explore all the influencing factors and these may change as fitness live streaming evolves,so subsequent studies can be conducted in conjunction with other theories to explore them in a timely manner...