An Empirical Research On The Influence Of Social Media Immersion On Individual Fitness Intention

Mobile short-form videos apps,as a form of immersion media and new social media platform,are increasingly popular and shows great potential in health promotion.On these kinds of apps,such as Tik-Tok,users are more and more interested in fitness and physical exercise activities,which are also a significant goal of current health promotion.However,it is not clear how the immersive characteristics of app user experience affect their intentions to exercise.Flow theory,the theory of planned behavior(TPB),and technology acceptance model(TAM)may be extended to short-form video apps to understand the specific functions provided by short-form video mobile apps,and to persuade users to change their intentions to exercise.The present study investigates the role of immersive media experience on health information on Tik-Tok,in addition to the original TAM and TPB constructs,namely,perceived usefulness,perceived entertainment,perceived behavioral control,and subjective norms,in predicting current users’ intention to exercise.An online survey(N=333)and the approach of structural equation modeling(SEM)was employed to test the hypotheses.The results showed that immersive media experience on health message on Tik-Tok was significantly positively related to users’ intention to fitness and exercise.Moreover,this indirect effect was mediated by perceived usefulness,perceived entertainment,perceived behavioral control,and subjective norms.The findings not only make an empirical test on the relationship between social media experience and the user’s exercise intentions,but also have implications for the design and implementation of exercise-promoting interventions by identifying underlying factors that influence exercise intention.