Symmetric and asymmetric modeling to examine individuals’ intention to follow fitness YouTube channels: an integrated perspective of the UTAUT2 and UGT

Weisheng Chiu, Doyeon Won, Jung-sup Bae
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Abstract

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.

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用对称和非对称模型研究个人关注 YouTube 健身频道的意向:UTAUT2 和 UGT 的综合视角
目的本研究以技术接受与使用统一理论 2(UTAUT2)和使用与满足理论(UGT)为理论框架,旨在探讨用户对 YouTube 健身频道的意向的决定因素。设计/方法/途径数据分析采用了对称分析和非对称分析,对称分析采用偏最小二乘法结构方程建模(PLS-SEM),非对称分析采用模糊集定性比较分析(fsQCA)。研究结果研究发现,大多数UTAUT2 决定因素和所有 UGT 决定因素对用户意向都有显著影响。此外,fsQCA 的结果支持等效性的概念,表明各种因果组合配置可以预测高水平的行为意向。研究结果表明,根据UTAUT,具有高期望和便利条件的个人,以及根据UGT,具有更高的享乐和社交动机的个人,更倾向于关注YouTube上的健身频道。这项研究为健身内容创作者和营销人员在复杂的数字时代提供了宝贵的见解。
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