Research on the influence of network broadcast room on fitness intention from the perspective of innovation diffusion

摘要: The appearance of "Liu Geng Hong girl" has brought webcast fitness into the life of Internet users. This paper will use in-depth interview and questionnaire survey to analyze the status quo of webcast fitness and the change of netizens' willingness to follow the webcast fitness, and try to explore the factors that affect the change of fitness willingness. The study found that the fitness intention of netizens was affected by the interaction enthusiasm of anchors, the quality of live broadcast and social topics did not affect it. The response of anchors to netizens is an important factor affecting the development of webcast fitness. In order to establish a fitness concept of the whole network, we must pay attention to the interactive training of anchors.