| In recent years,fitness live has gradually become a way of spreading health knowledge and healthy life.But as offline gyms gradually recover,fitness live faces development challenges such as user loss and insufficient stickiness.How to stand out in the fiercely competitive market,maintain user stickiness,and enhance user engagement behavior has become an urgent issue to consider.Fitness live is to virtualize and mobilize the real and fixed fitness servicescape,bringing users with a strong sense of presence.Therefore,the promotion of fitness live servicescape has become an important breakthrough to promote its development.This study is based on data from 423 fitness live users,using the SOR research framework and using social presence as a mediating factor,to explore the impact of servicescape on user engagement behavior.The research constructs a relational model of servicescape,social presence and user engagement behavior,and divides the servicescape into two dimensions: physical servicescape and social servicescape.Social presence is divided into two dimensions: cognitive social presence and emotional social presence,The research conclusion is as follows: both physical and social servicescape have a significant positive impact on user engagement behavior;Both physical and social servicescape have a significant positive impact on cognitive social presence and emotional social presence;Cognitive social presence and emotional social presence have a significant positive impact on user engagement behavior;Cognitive social presence and emotional social presence play a partial mediating role between physical and social servicescape and user engagement behavior.This study further validates hypotheses and models through data collection and statistical analysis,forming an academic paper.Based on the research findings,corresponding strategies for the development of fitness live platforms are proposed,with the aim of providing reference for attracting,maintaining,and managing users in fitness live. |
