刘畊宏现象的背后:明星直播健身对受众健身行为意向的影响机制  

Influential Mechanism of Celebrity Live Broadcast Fitness On Audience’s Fitness Behavioral Intention in View of Liu Genghong Phenomenon

作　　者：刘雷[1] 史小强[1] LIU Lei;SHI Xiaoqiang(School of Economics and Management,Shanghai Univ.of Sport,Shanghai200438,China)

机构地区：[1]上海体育学院经济管理学院,上海200438

出　　处：《武汉体育学院学报》2022年第11期37-44,60,共9页Journal of Wuhan Sports University

基　　金：国家社会科学基金项目(21CTY006)。

摘　　要：为深入探讨明星直播健身对受众健身行为意向的驱动机制,该文以刘畊宏直播健身爆红现象为研究缘起,立足当前我国线上健身环境,综合信源可靠性理论、信源吸引力模型与心流理论,通过对561名观看过刘畊宏健身直播操的用户进行调查,采用PLS-SEM对所构建的模型进行检验。结果:(1)直播明星的专业性、吸引力、互动性特质通过正向影响受众观看直播健身的心流体验进而影响受众的健身行为意向;(2)直播健身内容的有用性、易用性、娱乐性特征通过正向影响受众观看直播健身的心流体验进而影响受众的健身行为意向;(3)健康意识在受众心流体验与健身行为意向之间起到正向调节作用。结论:(1)直播明星的专业性、吸引力、互动性特质是在线主播影响受众健身行为意向的主要变量。(2)直播健身内容的有用性、易用性以及娱乐性特征是影响受众健身行为意向的重要因素。(3)健康意识是受众心流体验与健身行为意向之间的正向调节因素。基于此,为进一步发挥直播健身对全民健身的促进作用提出了对策与建议。In order to explore the mechanism of influences of the celebrity live broadcast fitness on the audience’s fitness behavioral intention based on Liu Genghong phenomenon, the theory of reliability of integrated information source, source attractiveness model and flow theory, 561 audiences of Liu Genghong’s live broadcast aerobics, PLS-SEM were investigated to test the hypothesis model. It was shown that the professional, attractive and interactive abilities of the celebrity could positively affect the flow experience of the audience and then affect the fitness behavioral intention. The usefulness, ease of use and entertainment features of live fitness content positively affected the flow experience of the audience and then affected the fitness behavioral intention. The health awareness played a positive moderating role between the audience’s flow experience and fitness behavioral intention. It was concluded that the professional, attractive and interactive abilities of the celebrity were the main variables influencing the fitness behavioral intention. The usefulness, ease of use and entertainment features of live fitness content was the important factors affecting the fitness behavior intention. The health awareness was a positive moderating factor between flow experience and fitness behavioral intention. Based on this, practical suggestions to live broadcast fitness in promoting national fitness and health were proposed.

关 键 词：直播健身 健身行为 心流体验 影响机制 刘畊宏现象 

分 类 号：G80-05[文化科学—运动人体科学]