Analysis Of The Attributes That Influence The Intention Of Use Of Youtube Fitness Channels By Subscribers According To Age

Abstract

In a post-pandemic COVID-19 era, sports users prefer
to consume online content for exercise over traditional
models. Thus, YouTube has emerged as an alternative
technological tool to traditional training media for fitness
and physical activity. The aim of the study was to analyse themost important attributes that influence the intention to use YouTube fitness channels by female subscribers, comparing the results according to age. The sample consisted of a total of 1383 women with an average age of 44 years. Channel attributes (social interaction, quality of information, visual content) and youtuber attributes (physical attractiveness, social attractiveness, homophily attitude), attitude towards using YouTube channels, satisfaction with YouTube channels and intention to use them were assessed. The results indicated that younger women had higher ratings, although women over 50 highlighted the social attribute of the YouTube fitness channel by connecting with other women of similar interests. Attitude towards YouTube channels and satisfaction were predictors of intention to
use for all age groups. These results allow YouTubers to
create better marketing strategies to better design their
channel’s content and attention to users.