Impact of fitness live streaming on public engagement in physical activities: A cross-sectional study

Abstract

Will there be sustained engagement in live fitness broadcasts after the COVID-19 pandemic? Despite being viewed as a passing trend, fitness live streaming is believed to have a limited impact on long-term public interest in sports. This study seeks to explore the attitudes, participation rates, and underlying factors related to fitness live streaming, focusing on observations from China. A cross-sectional survey was conducted involving 408 respondents, utilizing a custom-designed questionnaire to evaluate participation in fitness live streaming. Participation in live fitness broadcasts was found to be shaped by a combination of objective circumstances and personal preferences. Furthermore, individuals displayed varied levels of involvement influenced by age, education, and occupation, affecting their cognitive engagement, preferred activities, workout durations, and overall outcomes. Notably, women exhibited greater emotional engagement and activity levels than men. Factors like exercise effectiveness, flow experience, and cognitive engagement significantly influenced individuals' intentions to exercise, leading to increased behavioral participation. This iterative process of enhancing exercise intentions and actual participation underscored the positive impact of live fitness broadcasts on public engagement in physical activities. Flow state and peer effects were not significant factors influencing participation in fitness live broadcasts. This absence of influence may be attributed to internet connectivity limitations and exercise preference variations, rendering the peer effect negligible in online fitness contexts. Additionally, willingness to engage in fitness activities does not always translate into actual participation, highlighting a potential gap between intention and action in fitness engagement. Participation in live fitness activities positively correlated with individuals' perceived proficiency and effectiveness in exercise. Emotional engagement, flow experience, and a readiness to engage in physical activities positively affected sports participation. Post-epidemic, the internet remains a significant factor in shaping the fitness industry, giving rise to innovative models. Integrating online and offline exercise methods is increasingly poised to be embraced as a mainstream approach.