Research On The Influence Of Fitness Live-streaming On Audience’s Sports Willingness And Communication Effect In The Perspective Of Interactive Ritual Chain

With the realization of the first centenary goal of building a moderately prosperous society in an all-round way,Chinese residents pay more and more attention to physical health and physical enhancement.Under the influence of the COVID-19,people’s fitness style has changed from outdoor to indoor.As a new interactive form of live broadcast,fitness Live-streaming broadcast leads the audience to exercise at home through real-time interaction.This form breaks the restrictions of area and the requirements of the traditional fitness industry for venues,and drives the enthusiasm of the masses with a new model.However,the future development of this new industry navigation aids not only depends on the traction of traffic and the increment of users,but also audience’s sports will and interaction effect are the important factors to promote the development of the industry and the national fitness.This research is based on the theoretical model of interaction ritual chain through the analysis of relevant literature,and combines the "use and satisfaction" and "planned behavior theory" as the theoretical support of the expansion model.This paper adopts the methods of literature review,in-depth interview and questionnaire survey.After systematically sorting out the theory and research content,this study used the rooting theory to code and analyze the audience interview materials,relevant literature and reports,and set relevant variables and research assumptions based on the constituent factors of Liu Genghong’s fitness live broadcast interaction ceremony and the rooting coding results.At the same time,samples were collected in the form of questionnaire survey,and SPSS25.0 was used for data analysis to explore the relationship between the results of Liu Genghong’s fitness live broadcast interaction ceremony and the willingness to exercise(including cognition,attitude,and behavior).Based on this result,the communication effect of Liu Genghong’s fitness live broadcast on the audience’s willingness to exercise was obtained.Based on the analysis results,this study draws the following conclusions:According to TPB theory and grounded coding reasoning,this study divides the willingness to move into three levels: cognitive willingness,attitude willingness and behavioral willingness.After the audience participated in Liu Genghong’s fitness live broadcast interaction,the results of the interaction ceremony showed that group unity,emotional energy and moral standards all significantly affected the audience’s sports cognitive willingness;group unity,emotional energy and social symbols all significantly affected the audience’s sports attitude willingness;group unity,social symbols and moral standards all significantly affected the audience’s sports behavioral willingness;After the fitness live broadcast interaction ceremony,the interaction results produced have a significant impact on the audience’s sports cognitive willingness,attitude willingness and behavioral willingness.It has had an impact on the audience’s sports motivation,sports purpose,sports methods at three levels of cognition,attitude and behavior,so as to achieve the effect that the audience insists on continuous fitness.According to the research results,this study puts forward the following suggestions for the development of the fitness live broadcast industry:(1)Establish "on the spot thinking" to break the traditional restrictive fitness concept;(2)Deepen the reform of access partition restrictions,and enhance the interaction awareness of insiders;(3)Pay attention to the realization of the audience’s beautiful pursuit and enrich the common focus;(4)Perfect the audience’s emotional experience under the multiple interaction,and enhance the individual emotional energy;(5)Promote the sinking of online fitness consumption at multiple levels and establish an orderly system.