The Impact Factors of User Participation in Fitness Live Streaming on TikTok: A Study from the Perspective of SOR Theory

Abstract

In the context of fitness live streaming on TikTok, this study investigates the factors affecting user participation as follows: users' health consciousness, interactivity, fitness streamers' attractiveness and professionalism, as well as the perceived usefulness and easy of the live content. This investigation is conducted by constructing an SOR conceptual model. 905 participants from China were invited to participate in the questionnaire survey, and data from 749 valid questionnaires were analyzed. The results indicate that health consciousness, attractiveness, professionalism, interactivity, confirmed usefulness, and confirmed ease of use have significantly positive effects on emotional attachment. Emotional attachment, in turn, has a significantly positive impact on user participation, acting as a mediator in this relationship. This study holds theoretical significance and practical guidance for the development of fitness live streaming on TikTok and for enhancing users' engagement.