How Influencer Attributes Influence Healthy Behavior Intention

Abstract

Since fitness influencer has begun to impose their impact on audience through various media, it raises a question about what attributes may get these influencers more appealing to their audience. To delve into such question, this paper constructed a theory model invovling three-dimension attributes, perceived value and the behavior intention based on S-O-R theory. After conducting analyses such as structural equation model analysis on the collected data from the survey, we are positive that there is a positive relationship between these three concepts. In other words, influencers certain attributes does arouse audience intention to follow such a healthy lifestyle through their perceived value.