Research On The Influence Of Parasocial Relationship Between Audience And Fitness Anchor On Sports Willingness

Conducting research on the parasocial relationships between audiences and fitness anchors is of great significance for promoting the formation of a favorable atmosphere for nationwide fitness,as it has been demonstrated that even when there is no direct interaction between two individuals,a parasocial relationships may still form between them,which is an important factor influencing changes in audience fitness behavior.This study focuses on fitness live stream audiences,supplemented by the case study of fitness anchor Liu Geng Hong,and utilizes various research methods including literature analysis,in-depth interviews,questionnaire surveys,and case studies to analyze the influence mechanism of parasocial relationships between audiences and anchors on fitness willingness.Firstly,this aiticle reviews and summarizes the relevant studies of scholars both domestically and internationally on fitness anchors,parasocial relationships,and fitness motivation.The attractiveness,interactivity,and innovation of fitness anchors as well as the interesting and relevant content of their information are selected as the antecedent variables that affect parasocial relationship.Parasocial relationships are introduced as the mediating variable that affects the audience’s fitness motivation.Based on the S-O-R theory,a hypothesis model is constructed.Through online and offline questionnaire surveys,data analysis is conducted using SPSS 26.0 and structural equation modeling,including reliability and validity,model fit,path analysis,and mediation effects.The results show that:(1)The interactivity and innovation of fitness anchors have a positive impact on the audience’s perceived parasocial relationships and,in turn,their fitness motivation.However,the attractiveness of fitness anchors has no effect on the audience’s perceived quasi-social relationships and therefore cannot affect their fitness motivation.(2)The interesting and relevant content of information has a positive impact on the audience’s parasocial relationship and,in turn,their fitness motivation.(3)parasocial relationship play a mediating role in fitness motivation.Therefore,fitness live streaming platforms should encourage fitness anchors to enhance their attractiveness,interactivity,and innovation while also providing interesting and relevant content to enhance parasocial relationships with the audience and promote their fitness motivation.Finally,the main innovations of this article are:(1)the selection of fitness live streaming audience as the research subject,which expands the application of parasocial relationships theory in fitness broadcasting;(2)the use of structural equation modeling to demonstrate that parasocial relationships have a moderating effect on the fitness intentions of the audience.