| The Covid-19 epidemic broke out and quickly swept across the country in early2020,after which the epidemic recurred in Shanghai at the end of March 2022.In response,Yangpu District of Shanghai implemented static management for up to 60 days.Under the influence of the epidemic,residents’ living habits have changed,and home exercise has become an important way of fitness.As an easy-to-access form of fitness information with more convenience,short sports science videos are accepted by more and more people.Therefore,investigating the exposure to and use of short sports science videos by residents in Yangpu District during the epidemic is conducive to providing data support for the development of related sports industries,promoting national fitness at a higher level,and better meeting the physical exercise and health needs of the people.This research report takes users of sports science popularization short videos in Yangpu District,Shanghai as the research object,and combines technology acceptance model,innovation diffusion theory and in-depth interviews of users to construct a model of factors influencing the exposure and usage behaviour of home exercisers to sports science popularization short videos in terms of technology acceptance dimension,innovation diffusion dimension and content quality dimension.The study validated the model through SPSS 23.0 software to analyse the influence of perceived usefulness,perceived ease of use,perceived entertainment,personal factors,compatibility,environmental factors,content quality factors,demographic factors,exposure time,and exposure frequency on users’ home exercise behaviour.The aim of this research report is to understand the exposure and usage of exercise science short video users in Yangpu District through literature review,questionnaires,in-depth interviews,and mathematical and statistical methods.A total of 322 valid questionnaires were collected for this research report,and descriptive statistical analysis,cross-tabulation analysis,correlation analysis,regression analysis and difference analysis were conducted.The empirical study found that perceived usefulness,perceived ease of use,perceived entertainment,personal factors,compatibility,environmental factors and content quality factors all positively influenced users’ home exercise behaviour,and there were no significant differences in home exercise behaviour between users of different genders,ages and education levels.There were no significant differences in home exercise behaviour between users of different genders,ages and education levels,but there were significant differences in home exercise behaviour between users of different contact times and frequencies,and the longer the contact time and the higher the frequency of contact,the more frequent the home exercise behaviour of users.Based on the results of the empirical study,combined with in-depth interviews of home exercise users,this research report proposes four feasible countermeasures that can provide reference for the development of short sports science videos.The government and relevant departments should set up relevant mechanisms to ensure the reliability of the quality of the content of short sports science videos;operators of short sports science videos should operate content close to real life to improve the Entertainment effects of short sports science videos;media and platforms should gather interpersonal communication to fully explore the potential users of sports science short videos;content creators of sports science short videos should take into account the previous habits of users of sports science short videos on the basis of user needs.The content creators of sports science short videos should base on the needs of users and take into account the previous habits of sports science video users. |
