Research On The Influencing Factors Of Audience Watching Fitness Live Streaming Based On Self-determination Theory

In recent years,the Internet environment has ushered a lot under the update and iteration of network technology,and the convenient,personalized and scenario-based media contents are loved by the public,fundamentally deconstructing and reconstructing their traditional lifestyles.Live streaming has become the hottest form of media,and its virtualization of life scenes has made it an important part of the Internet scenario-based process and gained momentum for continuous development.In order to promote a healthy lifestyle and carry out the national fitness movement,"Internet + fitness" has become an emerging model,fitness live streaming is also in the critical period of audience retention or not.Therefore,how to optimize the quality of the system of fitness live streaming,grasp the key psychological needs of the audience and make targeted optimization and upgrading has become a major issue to be explored.In order to investigate the psychology and behavior of audiences watching fitness live streaming,clarify the basic psychological needs of audiences and the internal mechanism between psychology and behavior,this paper constructs a theoretical framework of the influencing factors of audiences watching fitness live streaming on the basis of self-determination theory,and explores the three basic psychological needs of self-determination: autonomy,competence,and relatedness with audiences watching fitness live streaming,the internal connection between watching live streaming and performing fitness exercise.The study also explores the impact of the mediated fitness activities on the audience’s own social practices.Through a combination of questionnaires and in-depth interviews,415 valid data were collected and 12 audiences of fitness live streaming were interviewed for this study.The results show that among the three basic psychological needs,competence need has the most significant positive influence on the audience’s willingness to watch fitness live streaming,which is manifested by the sharp increase in online fitness penetration and the audience’s high demand for the professionalism of the live streaming room;followed by the relatedness need,the combination of the attributes of live streaming and fitness creates the basis for the emotional connection between the audience and the live streaming room;Finally,autonomy,under the influence of social and cultural background and their own situation,the audience’s perception of the importance of self-fitness and health influences the their media contact behavior.In addition,this study found that the mediated fitness activities expanded the “home”scenario,reshaped the social behavior of the audience,and allowed the audience to self-regulate,forming a self-mediated scenario.Based on the research findings and the actual industry development of fitness live streaming,this paper proposes the following suggestions for the industry development: insist on content-centeredness and enhance core competitiveness;optimize user experience and extend the growth chain of live streaming realizations;broaden fitness scenarios and explore intelligent exercise mode;empower health propaganda and improve public awareness of fitness.