Table_1_Being there and being with them: the effects of visibility affordance of online short fitness video on users’ intention to cloud fitness.DOCX

IntroductionCloud fitness is transforming indoor exercise for young people in China. Recent studies have explored the correlation between media use and health-promoting behavior by examining the motivation of individuals and the credibility of influencers. However, the role of media affordance has thus far been largely overlooked. Drawing on the theory of Stimulus-Organism-Response (SOR), the study investigated the indirect effect of visibility affordance on the intention to exercise with fitness influencers in the context of cloud fitness through psychological variables.
MethodsThis paper, based on the online survey data (N = 456), analyses the effect of visibility affordance on the intention to fitness following with influencers. A moderated parallel mediation model was constructed to examine the relationship among related variables.
ResultsThe paper draws the following conclusions: (1) Visibility affordance is positively related to the intention to exercise with fitness influencers. (2) Both the sense of social presence and immersion positively mediate the relationship between visibility affordance and the intention to exercise with fitness influencers. (3) The perceived popularity of the influencer positively moderates the relationship between social presence and the intention to exercise with fitness influencers and moderates the mediating role of social presence.
DiscussionConsequently, this study enhances the existing body of knowledge in exercise behavior and health communication literature, and provides practical implications for short video platform, influencers and individuals in promoting healthier behaviors.

【引言】云健身（cloud fitness）正在重塑中国年轻人的室内锻炼模式。现有研究多通过考察个体锻炼动机与健身博主（fitness influencers）的可信度，探讨媒介使用与健康促进行为之间的关联，但迄今为止，媒体可供性（media affordance）的作用在很大程度上被忽视。本研究基于刺激-机体-反应（Stimulus-Organism-Response, SOR）模型，通过心理变量探究了云健身场景下可见性可供性（visibility affordance）对跟随健身博主进行锻炼的意向的间接影响。
【研究方法】本文基于在线调查数据（N=456），分析了可见性可供性对跟随健身博主锻炼的意向的影响，并构建了有调节的平行中介模型（moderated parallel mediation model）以检验各相关变量间的关系。
【研究结果】本文得出如下结论：（1）可见性可供性与跟随健身博主锻炼的意向呈显著正相关；（2）社会临场感（social presence）与沉浸感（immersion）均在可见性可供性与跟随健身博主锻炼的意向之间起到显著正向中介作用；（3）健身博主的感知受欢迎程度（perceived popularity）对社会临场感与跟随健身博主锻炼的意向之间的关系具有显著正向调节作用，同时对社会临场感的中介路径具有显著调节作用。
【讨论】本研究丰富了锻炼行为与健康传播领域的现有研究成果，并为短视频平台、健身博主及个体推广健康行为提供了实践启示。