Research On The Influence Of Undergraduate’s "Fitness By Clouds" Intention Under Fitness Livestreaming Viewing

With the development of Internet technology and the improvement of public health awareness,the Internet has become the main channel for people to obtain health content.Since 2019,the livestreaming industry has developed fast,and the fitness industry with strong offline attributes has combined with the livestreaming industry to develop an emerging live broadcast type of fitness live broadcast.Fitness live broadcast refers to the content of fitness knowledge content such as training methods,nutritional intervention,weight control,etc.,and the anchors are mostly fitness trainers or athletes,supporting users and anchors through real-time interaction such as barrages and comments.With the continuous spread of the epidemic,people are paying more attention on health,and fitness live streaming can provide users with fitness services anytime,anywhere,providing great convenience for people to obtain health information and improve their own health level.The popularity of fitness livestreaming has enriched people’s exercise methods,promoted the implementation of the"Healthy China" strategy and the development and popularization of national fitness.This paper mainly uses the research method combining the in-depth interview method and the questionnaire survey method,on the basis of the research status of fitness livestreaming and user willingness at home and abroad,combined with the technical acceptance model,to sort out the factors affecting college students’ intention of "cloud fitness",and supplement and improve the influencing factors through the in-depth interview method,and extract the factors affecting the intention of college students’ "fitness by clouds",including the user’s perceived usefulness of fitness livestreaming content,perceived ease of use and perceived entertainment,as well as the user’s own electronic health literacy.and put forward research hypotheses and impact mechanism models.In this study,the questionnaire method was used for data collection,and the SPSS software was used to perform correlation and regression analysis on the data to verify the relationship between the influencing factors.Through empirical research,it is found that users’ perceived usefulness,perceived ease of use and perceived entertainment of fitness livestreaming content have a significant positive impact on their behavior attitude,and users’ electronic health literacy level has a significant positive impact on perceived usefulness,perceived ease of use and usage attitude,and users’ willingness to use has a significant positive impact on their actual cloud fitness behavior.Finally,based on the empirical research results,combined with the characteristics of college students watching fitness live broadcasts,suggestions are made:improve the user experience of watching fitness live broadcast,cultivate users’ electronic health literacy level,and realize the online and offline integration and upgrading of the fitness industry,so as to promote the long-term sustainable development of"cloud fitness".