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Virtual Fitness: investigating team commitment and post-pandemic virtual workout perceptions.
Shavneet Sharma1, Gurmeet Singh1
1School of Business & Management, The University of The South Pacific, Private Mail Bag, Laucala Bay Campus, Fiji.
Telematics and Informatics
|June 6, 2022
Summary
Virtual workout team participation boosts identification and satisfaction, leading to commitment. This commitment influences future workout intentions, with a stronger link to traditional fitness post-pandemic.
Area of Science:
- Behavioral Science
- Sports Science
- Marketing
Background:
- The COVID-19 pandemic significantly altered the fitness industry, accelerating the adoption of virtual workouts.
- Understanding factors driving commitment in virtual fitness teams is crucial for sustained engagement.
Purpose of the Study:
- To investigate the factors influencing commitment to virtual workout teams.
- To examine the impact of virtual workout team commitment on post-pandemic workout intentions, both virtual and traditional.
Main Methods:
- Developed a conceptual framework based on social identity theory.
- Collected online data from 406 participants in team virtual workouts.
- Utilized statistical analysis to examine relationships between variables.
Main Results:
- Virtual workout team participation positively impacts team identification, satisfaction, and norm compliance.
- Team identification, satisfaction, and norm compliance are key antecedents of commitment to virtual workout teams.
- Commitment to virtual workout teams positively predicts both future virtual and traditional workout intentions, with a stronger association for traditional.
Conclusions:
- Social identity theory provides a valuable lens for understanding virtual fitness team dynamics.
- Commitment is a critical driver for continued participation in fitness activities, bridging virtual and physical settings.
- Marketers and practitioners can leverage these insights to foster customer loyalty and ensure post-pandemic success in the evolving fitness landscape.
