The Influence Mechanism of"Cloud Fitness"on College Students'Fitness Behavior Intention——Empirical Research Based on the SOR-TAM Integration Model
Objective:In recent years,"cloud fitness"has become a new trend in home fitness due to its lack of time and space constraints and immersive experience.This paper,based on the SOR-TAM integrated model,ex-plores the impact of cloud coach characteristics and cloud fitness content on college students'fitness behavioral in-tentions.Methods:The study utilized literature review,questionnaire survey,and statistical analysis methods to survey 348 college students with cloud fitness experience.Results:There is a significant positive correlation be-tween the professional quality,attractiveness,and interactivity of cloud coaches and fitness behavioral intentions(p<0.01);similarly,the richness,entertainment,and ease of use of cloud fitness content are significantly posi-tively correlated with fitness behavioral intentions(p<0.01).Mediation model analysis reveals that perceived usefulness partially mediates the impact of cloud coach professionalism(mediation effect value 0.28)and interac-tivity(mediation effect value 0.32)on fitness behavioral intentions.In the impact pathways of the ease of use(mediation effect value 0.34)and richness(mediation effect value 0.34)of cloud fitness content on fitness be-havioral intentions,perceived usefulness also plays a partial mediating role.In the impact pathways of the attrac-tiveness of cloud coaches(mediation effect value 0.45)and the entertainment value of cloud fitness content(me-diation effect value 0.37),perceived usefulness fully mediates the relationship.Conclusion:The study suggests that to enhance college students'fitness behavioral intentions,it is essential to strengthen the professional knowledge and skills of cloud coaches and improve their attractiveness and interactivity.Additionally,enhancing the practicality,fun,and social design of cloud fitness content is necessary to meet various fitness needs and promote the healthy development of the fitness industry.
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