Research Report On "The Impact Of Short Home Fitness Videos On Offline Fitness Participation Under The Background Of The Normalization Of New Crown Epidemic Prevention And Control: A Case Study Of Residents In Yangpu District,Shanghai"

Since December 2019,COVID-19 has made home fitness become a new normal.The short video of home fitness has also come to the draught,playing an important role in epidemic prevention and anti epidemic work,and ushering in the opportunities and challenges of the development of the industry.It is of theoretical and practical significance to investigate the impact of home fitness short video on Residents’ offline fitness participation for optimizing sports media resources,promoting the healthy development of short video industry,improving the construction of sports value mainstream communication system and innovating the driving force of sports industry.This research report takes the home fitness short video users in Yangpu District of Shanghai as the object,from the external environment dimension,technology acceptance dimension and information quality dimension of the use of home fitness short video,combined with the technology use model and media richness theory,forms the research framework and model that affect the offline participation of home fitness short video users,and investigates the external environment,perceived usefulness and perceived value The influence of knowledge ease of use,perceived entertainment,information content richness,information expression richness,information quality richness,use frequency and use frequency on offline participation.This research report uses the methods of literature analysis,in-depth interview and questionnaire survey.Through in-depth interviews with 10 home fitness short video users in Yangpu District,we can understand the motivation and current situation of using home fitness short video.On this basis,the questionnaire was developed,distributed and collected,and 292 valid questionnaires were analyzed by descriptive analysis,reliability analysis,validity analysis,regression analysis and difference test.It is found that perceived ease of use,perceived usefulness,perceived entertainment,external environment and information quality have positive effects on Residents’ offline fitness participation behavior.There are significant differences in the offline participation behavior of home fitness short video users with different educational background,duration and frequency.Based on the results of questionnaire and in-depth interview,this research report puts forward four feasible suggestions for the healthy development of home fitness short video industry.The content creators of short home fitness videos need to improve the information quality of short home fitness videos.The government and the media need to strengthen the publicity and supervision of short home fitness videos.The users of short home fitness videos should improve the ability of content identification and enhance the awareness of scientific fitness.The platform of short home fitness videos should focus on developing eye effect and optimizing social attributes.