Exploring the behavior of online fitness users by using the Unified Theory of Acceptance and Use of Technology
Abstract
The aim of this study was to explore the behavior of online fitness users by using an integrated technology acceptance model. We also discussed the significant impact of fitness live streaming users on the integrated technology acceptance model. A cross-sectional study was carried out on a sample of 150 users who used Facebook fitness live streaming platform to watch fitness live streaming videos and used the live message reply, like and tracking functions. The Unified Theory of Acceptance and Use of Technology (UTAUT) model was utilized to examine the behavior of users of Facebook fitness live streaming platform. The results showed that there are statistically significant impacts in each structure of UTAUT, and the users of fitness live streaming have positive effects in UTAUT. In addition, the convenience and the infinity of Internet allows the social media users to obtain effective information through fast and real-time communication media and most users have the resources and knowledge required for live streaming.
Downloads
References
Alhabash, S., Chiang, YH., & Huang, K. (2014). MAM & U&G in Taiwan: Differences in the uses and gratifications of Facebook as a function of motivational reactivity. Computers in Human Behavior, 35, 423-430.
Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computer in Human Behavior, 26(6), 1289-1295. https://doi.org/10.1016/j.chb.2010.03.018
Amichai-Hamburger, Y., Wainapel, G., & Fox, S. (2002). "On the Internet no one knows I'm an introvert": Extroversion, neuroticism, and Internet interaction. Cyberpsychology & Behavior, 5(2), 125-128. https://doi.org/10.1089/109493102753770507
Brouwer, B. (2015). What live streaming means for content publishers. EContent, 38(9), 11.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980
Gannes, L. (2009). YouTube Changes Everything: The Online Video Revolution. Springer, New York, NY. https://doi.org/10.1007/978-0-387-79978-0_11
Greenhow, C., Robelia, B., & Hughes, J. E. (2009). Learning, teaching, and scholarship in a digital age: Web 2.0 and classroom research: What path should we take now? Educational Researcher, 38(4), 246-259. https://doi.org/10.3102/0013189X09336671
Gruzd, A., Staves, K., & Wilk, A. (2012). Connected scholars: Examining the role of social media in research practices of faculty using the UTAUT model. Computers in Human Behavior, 28(6), 2340-2350. https://doi.org/10.1016/j.chb.2012.07.004
Hair, Jr. J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications.
Kelly, L., Keaten, J. A., & Millette, D. (2020). Seeking safer spaces: The mitigating impact of young adults' Facebook and Instagram audience expectations and posting type on fear of negative evaluation. Computers in Human Behavior, 109(1), 106333.
Lin, S. S. J., & Tsai, C, C. (2002). Sensation seeking and internet dependence of Taiwanese high school adolescents. Computer in Human Behavior, 18(4), 411-426. https://doi.org/10.1016/S0747-5632(01)00056-5
Maduku, D. K. (2015). An empirical investigation of students' behavioral intention to use e-books. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 24(3), 3-20.
Market Intelligence & Consulting Institute(2017).Live Survey Series: Internet users love Facebook、YouTube、17 Media the best. MIC. https://mic.iii.org.tw/IndustryObservations_PressRelease02.aspx?sqno=475
Rodriguez, F., Cohen, C., Ober, C. K., & Archer, L. (2014). Principles of polymer systems. CRC Press. https://doi.org/10.1201/b17873
Stragier, J., Abeele, M.V., Mechant, P., & De Marez, L. (2016). Understanding persistence in the use of online fitness communities: Comparing novice and experience users. Computers in Human Behavior, 64(12), 34-42. https://doi.org/10.1016/j.chb.2016.06.013
Terzis, V., & Economides, A. A. (2011). The acceptance and use of computer based assessment. Computers & Education, 56(4), 1032-1044. https://doi.org/10.1016/j.compedu.2010.11.017
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.
The works and papers that are published in this Journal are subject to the following terms:
1. The Publication Service of the University of Murcia (the publisher) has the Publication Rights (Copyright) to the published papers and works, and favors and permits the reusing of the same under the license indicated in point 2.
© Servicio de Publicaciones, Universidad de Murcia, 2013
2. The papers and works are to be published in the digital edition of the Journal under the license Creative Commons Reconocimiento-No Comercial-Sin Obra Derivada 3.0 España (legal text). The copying, using, spreading, transmitting and publicly displaying of the papers, works or publication are permitted as long as: i) the authors and original sources (Journal, publisher and URL of the publication) are quoted; ii) it is not used for commercial benefit; iii) the existence and specifications of this users license are mentioned.
3. Conditions of Self-Archiving. It is permitted and encouraged that the authors spread electronically the pre-print (before printing) and/or post-print (the revised, evaluated and accepted) versions of their papers or works before their publication since this favors their circulation and early diffusion and therefore can help increase their citation and quotation, and also there reach through the academic community.