Influencing Factors and Configuration Effect of Fitness Short Video Communication:Qualitative Comparative Analysis Based on 46 Cases(QCA)
Fitness short video is a key carrier to promote the spread of sports health knowledge and the development of national fitness.Qualitative Comparative Analysis(QCA),grounded theory and other methods were used to explore the influencing factors of the communication effect of fitness short videos and the condition configuration of efficient communication.It is found that the topic category of partial perception,the presentation form of real person on camera,the more comprehensive packaging means,and the more unified packaging style are the potential necessary conditions for the efficient dissemination of fitness short videos.The videos with good communication effects have 5 kinds of configuration,respectively the"identity-oriented"under the help of celebrity effect,"performance-oriented"under the leading of body aesthetics,"knowledge-oriented"under reversed transmission of appearance anxiety,"behavior-oriented"driven by body media,"multi-factor joint orientation"under the dual leadership of content and context.Accordingly,it is suggested that we strengthen the professional qualification and enhance the credibility of the author's identity;achieve fine packaging and pursue account style consistency;control the content quality and enhance the innovation of content production;optimize the presentation method to enhance the self-efficacy of fans'participation;update regularly and pay attention to the continuity of topic production.
short fitness videocommunication effectqualitative comparative analysisphysical media
NETL
NSTL
万方数据
