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Feng, Ying, Meng, Jie and Cheah, Jun Hwa 
ORCID: https://orcid.org/0000-0001-8440-9564
(2024)
From virtual trainers to companions? Examining how digital agency types, anthropomorphism, and support shape para-social relationships in online fitness.
Psychology and Marketing.
ISSN 0742-6046
Abstract
The role of virtual trainers in online fitness has increasingly captured the attention of consumers and brands as digital technology becomes more interwoven with daily life. This study extends the para‐social relationship theory by developing and testing a research model through five studies that simulate online fitness interactions. In Study 1, we examine the model and find that three characteristics (interactivity, authenticity, and companionship) positively influence consumers' social perceptions (perceived warmth and competence), para‐social relationship building, and intentions to continue using the service. Our findings also reveal that the moderating roles of coach types (human vs. avatar vs. agent) in Study 2, anthropomorphic appearance levels (high vs. low) in Study 3, and the nature of support provided (emotional vs. technical) in Study 4 significantly affect users' social perceptions and their intentions to continue using the service. Interestingly, compared to humans and avatars, using agent coaches requires greater authenticity to strengthen the para‐social relationship. When using lowanthropomorphic digital agents and avatars, building para‐social relationships more effectively promotes consumers' continued usage intentions. Additionally, the relationship between para‐social relationship building and continued usage intentions was stronger in the emotional support group than in the technical support group. In Study 5, we found that continued usage intention positively affects online fitness subscription behaviors. These findings have implications for integrating digital agencies to enhance consumer experience and engagement in health‐focused digital environments, especially for physical fitness service providers and platform course designers.
| Item Type: | Article |
|---|---|
| Additional Information: | Data Availability Statement: The data that support the findings of this study are available on request from the corresponding author. The data are not publicly available due to privacy or ethical restrictions. Notes: The authors acknowledge the use of ChatGPT 4o for language proofreading and polishing of this manuscript. |
| Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
| Depositing User: | LivePure Connector |
| Date Deposited: | 19 Nov 2024 12:30 |
| Last Modified: | 19 Nov 2024 16:30 |
| URI: | https://ueaeprints.uea.ac.uk/id/eprint/97717 |
| DOI: | 10.1002/mar.22154 |
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