健身短视频对全民健身的显化与促进——基于详尽可能性模型的检验  

Explicitation and Promotion of Short Fitness Video on National Fitness Program——Test Based on Elaboration Likelihood Model

作　　者：黄河[1] 杨小涵 傅央旗 HUANG He;YANG Xiaohan;FU Yangqi(Renmin University of China,Beijing 100872,China.)

机构地区：[1]中国人民大学,北京100872

出　　处：《中国体育科技》2023年第1期23-30,共8页China Sport Science and Technology

基　　金：中国人民大学中央高校建设世界一流大学(学科)和特色发展引导专项(20RXW153)。

摘　　要：以详尽可能性模型为基础,将527名有健身短视频观看经验的被试作为研究对象,构建并检验健身短视频的作用模型,揭示信息质量、信源可靠度、互动属性等特征对其浏览行为、态度及运动意愿的作用机制,进一步阐明健身短视频对全民健身的影响。研究显示,用户对健身短视频的浏览投入度是影响其参与线下运动意愿最为重要的因素,而信息的实用价值与信源可靠度对用户浏览投入度的形成和提升的促进效果最为明显,内容的社交互动体验和信息趣味性次之;上述信息特征的作用效果受个人体育知识储备的影响。研究认为,在利用健身短视频促进全民健身传播的过程中,应将健身短视频的发展重点放在提升现有健身短视频的知识含量和内容质量上,在增强信息实用属性的同时持续优化对内容社交感与趣味性的设计,更大程度地发挥短视频在卷入度、参与感、娱乐性方面的媒介优势,以此实现多重促进用户健身短视频浏览的投入度。Based on Elaboration Likelihood Model(ELM),the study took 527 participants who had ever watched short fitness video as research objects,and the functional model of short fitness video was constructed and tested.The model reveals the functional mechanism of characteristics such as information quality,source reliability and interaction attribute on users’browsing behavior,attitude and participation willingness in sport,further expounding the impact of short fitness video on national fitness program.The research results show that:Browsing involvement is the essential factor in affecting users’willingness to participate in sport,and information value and source reliability of short fitness video have the most apparent promotion effect on users’browsing involvement,followed by the social interaction experience and the interest of content.Individual’s previous knowledge could moderate the persuasive effect of short fitness video.It suggests that in the process of explicitation and promotion of national fitness program,the development of short fitness video should focus on improving the knowledge content and content quality of the existing fitness short video;optimizing the design of social interaction and interest of content based on the practical attributes of information,then making full use of the promoting effect of short fitness video’s media advantages in issue involvement,engagement and entertainment,to achieve the multiple promotions of users fitness short video browsing involvement.

关 键 词：全民健身 短视频 作用机制 

分 类 号：G812.4[文化科学—体育学]