揭示体育和健身直播中运动意图背后的力量:对称和非对称建模方法的组合

Weisheng Chiu, Han Soo Kim, Young Suk Oh, Ye Hoon Lee
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引用次数: 0

摘要

目的本研究旨在回答以下研究问题:(1)体育健身直播内容的特征如何影响个人的观看体验?(2) 在体育和健身直播的背景下,这些前因如何相互作用,影响个人的锻炼意向?研究结果研究结果表明,个人对与体育健身流媒体互动的评价(即即时反馈、互动性)会极大地影响他们对远程呈现、娱乐和流量的感知。这些反过来又会积极影响他们在体育健身流媒体直播中锻炼的意愿。本研究还揭示了导致锻炼意向的各种因果条件组合,而仅采用 PLS-SEM 方法却忽略了这一细节。原创性/价值本研究通过整合对称和非对称分析,为认知评价理论的文献做出了贡献,尤其是在体育健身流媒体直播的背景下。在实践中,本研究为体育健身行业的从业人员提供了战略启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Unveiling the forces behind exercise intent in sports and fitness live streaming: a combination of symmetric and asymmetric modeling approaches

Purpose

This study aims to answer the following research questions: (1) How do features of sports and fitness live streaming content influence individuals’ viewing experiences? (2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the context of sports and fitness live streaming?

Design/methodology/approach

We employed both symmetric (PLS-SEM) and asymmetric (fsQCA) analyses using data from 886 participants. A mixed approach addresses the complex nature of the decision-making process among sports and fitness live streaming users.

Findings

The findings reveal that individuals’ appraisal of their interactions with sports and fitness streamers (i.e. instant feedback, interactivity) significantly affects their perceptions of telepresence, entertainment, and flow. These, in turn, positively influence their intention to exercise in live sports and fitness streaming sessions. The study also uncovers various combinations of causal conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone.

Originality/value

This research contributes to the literature on cognitive appraisal theory, particularly in the context of sports and fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in sports and fitness industry.

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