Purpose

The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.

Design/methodology/approach

Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.

Findings

The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.

Originality/value

The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.

中文翻译：

---

用于检查个人关注健身 YouTube 频道的意图的对称和非对称建模：UTAUT2 和 UGT 的综合视角

 目的

本研究旨在采用技术接受和使用统一理论 2 (UTAUT2) 和使用与满足理论 (UGT) 作为理论框架，探讨用户对健身 YouTube 频道意图的决定因素。

设计/方法论/途径

采用对称和非对称分析进行数据分析，利用偏最小二乘结构方程模型（PLS-SEM）进行对称分析，利用模糊集定性比较分析（fsQCA）进行非对称分析。

 发现

该研究揭示了大多数 UTAUT2 决定因素和所有 UGT 决定因素对用户意图的显着影响。此外，fsQCA 结果支持了等价性的概念，表明因果组合的各种配置可以预测高水平的行为意图。这些发现强调了在维持或增加健身内容提供商的追随者和收视率的背景下理解与技术和社交媒体相关的用户动机和因素的重要性。

 原创性/价值

研究结果表明，根据UTAUT，具有高期望和便利条件的个人，根据UGT，具有高度享乐和社交动机的个人更倾向于关注健身YouTube频道。这项研究为健身内容创作者和营销人员应对数字时代的复杂性提供了宝贵的见解。