Study On The Influencing Factors Of Tiktok Fitness Live Broadcast Users’ Continuous Use Intention

Currently,online "cloud fitness" has become a new entry point for the development of the sports and fitness industry,and with the popularity and application of information technology,fitness live has gradually become a popular new form of exercise.This is very important to promote the formation of a healthy life for all people,improve people’s health literacy and physical quality,and achieve the strategic goal of a healthy China.The fitness live streaming market is developing very rapidly,but the short-lived demographic dividend cannot sustain the development of the fitness live streaming market.In this fitness boom,how to enhance or consolidate the stickiness of fitness live streaming users becomes a question worth thinking about.This study aims to investigate the factors influencing the willingness of fitness live streaming users to continue using it,in an attempt to respond to the above core questions.Based on the literature review and the actual context of this study,we established the Jitterbug platform as the main position from the user’s feeling and experience of using it,took the information system sustained use model(ECM-ISC)as the theoretical model,and introduced two main variables,social presence and perceived value,in combination with the preliminary in-depth interviews,to construct a model of the factors influencing Jitterbug fitness live streaming users’ sustained use intention.A questionnaire survey was used to collect data and the structural equation modeling method was used to test the hypothesized model in order to respond to the research questions.It was found that satisfaction had a significant positive influence relationship on the intention to continue using;perceived usefulness had a positive influence relationship on satisfaction and intention to continue using;and expectation confirmation had a significant positive influence relationship on perceived usefulness and satisfaction.In this study,social presence was divided into three dimensions to measure its influence mechanism: awareness,cognition,and emotion,and the results showed that both the awareness dimension and the emotion dimension of social presence had a significant positive influence on fitness live users’ intention to continue using;this study divided perceived value into two dimensions to measure perceived social value and perceived emotional value,and the results showed that perceived value had a significant positive influence on fitness live users’ The results show that perceived value has a significant positive influence on the intention of continued use of fitness live streaming users.Finally,a model of factors influencing Jitterbug fitness live streaming users’ willingness to continue to use was derived based on the findings.This study is a preliminary attempt to explore the continuous use of fitness live streaming,and still has some limitations and shortcomings.It is hoped that it can pave the foundation for subsequent more scientific and in-depth research.