From virtual trainers to companions? Examining how digital agency types, anthropomorphism, and support shape para-social relationships in online fitness
From virtual trainers to companions? Examining how digital agency types, anthropomorphism, and support shape para-social relationships in online fitness
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 low-anthropomorphic 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.
agent, anthropomorphism, avatar, emotional support, para-social relationships, social perceptions, technical support
842-865
Feng, Ying
8eed49c2-6375-47dd-a785-41dc3ef44b51
Meng, Jie
0ebe474b-4000-498a-844f-fe4e821343ff
Cheah, Jun-Hwa
65e3c179-fbea-4829-9b88-bd8d2af7231c
Feng, Ying
8eed49c2-6375-47dd-a785-41dc3ef44b51
Meng, Jie
0ebe474b-4000-498a-844f-fe4e821343ff
Cheah, Jun-Hwa
65e3c179-fbea-4829-9b88-bd8d2af7231c
Feng, Ying, Meng, Jie and Cheah, Jun-Hwa
(2024)
From virtual trainers to companions? Examining how digital agency types, anthropomorphism, and support shape para-social relationships in online fitness.
Psychology and Marketing, 42 (3), .
(doi:10.1002/mar.22154).
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 low-anthropomorphic 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.
Text
Psychology and Marketing - 2024 - Feng - From Virtual Trainers to Companions Examining How Digital Agency Types
- Version of Record
More information
Accepted/In Press date: 30 October 2024
e-pub ahead of print date: 19 November 2024
Keywords:
agent, anthropomorphism, avatar, emotional support, para-social relationships, social perceptions, technical support
Identifiers
Local EPrints ID: 497115
URI: http://eprints.soton.ac.uk/id/eprint/497115
ISSN: 0742-6046
PURE UUID: e3dca5ed-50d2-458b-9454-40619391c13e
Catalogue record
Date deposited: 14 Jan 2025 17:38
Last modified: 21 Aug 2025 02:38
Export record
Altmetrics
Contributors
Author:
Ying Feng
Author:
Jie Meng
Author:
Jun-Hwa Cheah
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics