Research On Social Media Fitness Video Users’ Exercise Intention From The Perspective Of Parasocial Interaction

With the continuous improvement of people’s living standards and the national fitness program,people gradually realize the importance of physical health,and the national fitness awareness is beginning to awaken.Social media fitness videos are popular among people.In the context of national strategies such as Healthy China Initiative and Outline for Building a Leading Sports Nation,more and more people have started to make fitness a part of their daily life.In this research,based on previous studies,parasocial interaction is selected as the independent variable and the fitness intention of social media fitness video users as the dependent variable.To investigate the intrinsic mechanism of parasocial interactions affecting users’ fitness intention,this study introduces fitness attitude,subjective norm and perceived behavioral control as mediating variables to test and analyze the mediating effect.The results show that(1)parasocial interaction between fitness video users and bloggers positively influences users’ fitness intention;(2)fitness attitude plays a mediating role in the influence of parasocial interaction on users’ fitness intention;(3)subjective norms play a mediating role in the influence of parasocial interaction on users’ fitness intention;(4)perceived behavioral control plays a mediating role in the influence of parasocial interaction on users’ fitness intention.That is,parasocial interaction influences users’ fitness intention through three mediating variables: fitness attitude,subjective norms,and perceived behavioral control.Based on the above research findings,combined with the results of in-depth interviews,the article puts forward specific countermeasures and suggestions on how to improve social media fitness videos users’ exercise intention:(1)parasocial interaction between fitness video bloggers and users should be strengthened,which in turn increases users’ willingness to work out;(2)bloggers should show more of the fun side of exercise in their videos to improve users’ emotions and perceptions of fitness behaviours,in order to keep users more positive towards fitness,thereby strengthening users’ fitness intention;(3)bloggers should show more support for fitness behaviour in their videos and actively encourage users to work out,thereby making users perceive that fitness behaviour is widely accepted and respected by society and strengthening their fitness intention;(4)bloggers should release more targeted video content according to different audience types.For users who are not familiar with fitness,bloggers should show more simple and easy-to-learn fitness moves to lower the threshold of fitness,and make users perceive that the fitness movess are easy to follow through movement demonstrations and detailed explanations,thus strengthen users’ fitness intention.For users who are professional fitness crowd,bloggers can increase the intensity and difficulty of the fitness moves to meet the needs of the audience.