ORIGINAL RESEARCH article
Front. Psychol.
Sec. Sport Psychology
This article is part of the Research TopicPsychological Factors in Physical Education and Sport - Volume VIView all 42 articles
The influence of fitness celebrity livestream on women's exercise behavior intention: a moderated mediation model
Provisionally accepted
- 1Chengdu Sport University, Chengdu, China
- 2Loughborough University School of Sport Exercise and Health Sciences, Loughborough, United Kingdom
- 3Kunsan National University, Gunsan-si, Republic of Korea
- 4Changzhou First People's Hospital, Changzhou, China
Select one of your emails
You have multiple emails registered with Frontiers:
Notify me on publication
Please enter your email address:
If you already have an account, please login
You don't have a Frontiers account ? You can register here
Objective: Utilizing the S-O-R model as a guide, this research delved into how celebrity characteristics and media content characteristics impact women's behavioral intentions. The study zeroed in on the role of body satisfaction as a moderator in the relationship between social presence and women's exercise behavioral intentions. The aim is to reveal the intrinsic mechanism of the influence of fitness stars' live streaming on women's exercise behavior intention and to provide theoretical support to enhance women's exercise intention, improve physical health, and help the implementation of the national health strategy. This study provides important theoretical support for the implementation of the national health strategy. Methods: A cross-sectional questionnaire survey was administered to a convenience sample of 382 female participants. Data analysis was performed using SPSS and AMOS; reliability analysis was first conducted to assess measurement consistency, followed by confirmatory factor analysis to validate the measurement model. Common method bias was then assessed using Harman's single-factor test. Finally, both regression analysis and structural equation modeling were employed to test the hypothesized relationships in the theoretical framework. Results: Social presence mediated the relationship between celebrity characteristics: expertise (β=0.207,p< 0.001), trustworthiness, (β=0.195,p<0.001)attractiveness (β=0.251,p<0.001), media content characteristics: perceived usefulness (β=0.253,p<0.001), perceived ease of uses (β=0.224,p<0.001) and women's exercise behavior intentions. Body satisfaction moderated the relationship between social presence and women's exercise behavior intentions. Conclusion: This study provides key theoretical and practical contributions by validating social presence as a mediator and body satisfaction as a moderator in the relationship between live-streaming stimuli and women's behavioral intentions.
Keywords: Exercise behavioral intentions, Social presence, body satisfaction, Women, celebrity livestream
Received: 11 Aug 2025; Accepted: 28 Oct 2025.
Copyright: © 2025 Jianfeng, Yao, ShangGuan and Li. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Yuwen ShangGuan, shangguan0202@gmail.com
Huan Li, doctorlihuan@163.com
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.