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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۵ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1217
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۵ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : چگونه می توانم در دوران COVID-19 مانند یک یوتوبر تناسب اندام جذاب باشم؟ تأثیر شاخص های دیجیتال بر تجربه شیفتگی ، رضایت و تمایل رفتاری
عنوان کامل انگلیسی:
How can I Be as attractive as a Fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention
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Abstract
In the past decade, the social media platform has dramatically changed individuals’ daily activities in real life and on the Internet, including shopping, socialization, entertainment, study, and even health and fitness. In the era of COVID-19, particularly, consumers tend to rely more on digital attributes of social media platforms for their decision-making process by reducing the physical touchpoint. Responding to this ongoing trend, this study investigates how fitness YouTube channel attributes and fitness YouTuber attributes influence flow experience, satisfaction, and behavioral intention of YouTubers who work out at home via a fitness YouTube channel during the COVID-19 pandemic. Based on the social media literature and the cognitive appraisal theory, this research formulates a research model that specifies the influence of three dimensions of fitness YouTube channel attributes (i.e., social interaction, information quality, and visual content) and three dimensions of fitness YouTuber attributes (i.e., social attractiveness, physical attractiveness, and attitude homophily) on flow experience, YouTube channel satisfaction, and behavioral intention in the context of YouTube. This study recruited participants in the United States who currently work out via a fitness YouTube channel through three waves of data collection during the COVID-19 era. The empirical results revealed that flow experience was significantly affected by information quality, visual content, and physical attractiveness. Also, YouTube channel satisfaction was significantly affected by social interaction, information quality, and visual content. Lastly, behavioral intention was significantly affected by flow experience and YouTube channel satisfaction. Based on the findings, this study proposes meaningful implications for the extant literature and social media industry during the COVID-19 pandemic.
Keywords: Fitness YouTuber, Influencer, Attributes, Flow experience, Behavioral intention
۱.Introduction
The evolution of social media platforms led to an increasing number of consumers who rely heavily on social media for their life development, such as online learning, online shopping, and online media consumption (Dey et al., 2020; Steils et al., 2019). Contemporary consumers with busy lifestyles and fragmented downtime tend to prefer an online environment rather than a physical environment where they can access the digital content anywhere and anytime (Dey et al., 2020). During the COVID-19 pandemic, in particular, consumers prefer to shop online more than in person because of social distancing practices and stay-at-home orders that protect them from the virus. In addition, consumers have attempted to maintain their physical and mental health in the COVID-19 era by converting their homes into a workout place or personal gym. In the United States, for example, the sales of home fitness products in March 2020 dramatically increased by 307% compared to those in March 2019 (i.e., right after World Health Organization officially announced COVID-19 outbreak a global pandemic in the second week of March 2020) (Stackline, 2020). In addition to the home fitness products, consumers have used YouTube for their workouts and fitness content consumption as social media enables the consumers to exercise via fitness YouTube channels before and/or after completing a daily task at home without regard to time and place (Stragier et al., 2016). Hence, the concept of a workout at home in this study means that consumers consume fitness YouTubers and their YouTube channels’ digital content (e.g., YouTube videos) to have free workouts and online coaching to build their bodies and health condition and to receive exercising tips and experiences at home rather than a workout at a gym with a personal trainer (Sokolova and Perez, 2021)…
۵.۲.Managerial implications
From a managerial perspective, first, fitness YouTube channels should emphasize the development of a socially friendly environment among subscribers (i.e., social interaction), leading the subscribers to be satisfied with the channels. Although the users’ main purpose of subscribing to a YouTube channel may be to communicate and interact with a YouTuber via the comment option, the communication and interaction among subscribers would be a satisfactory attribute of the channel. Thus, a fitness YouTuber could encourage subscribers to discuss their feelings and opinions about the channel’s content and information through the YouTube community and YouTube tools, such as the comment and direct message functions. However, more importantly, as a moderator, a fitness YouTube channel should strictly manage the communication manner, quality, and policy among subscribers to avoid any conflict on the comment sections among subscribers. This effort enables subscribers to be satisfied with the fitness YouTube channel, which consequently leads to their loyalty toward the channel…