Analysis of Factors Activating Social Media-Based Home Training : A Study Based on Uses and Gratifications Theory

Purpose: The purpose of this study is to analyze the factors that promote home training through social media by applying the Uses and Gratifications Theory (UGT).<br/> Method: A survey was conducted with 417 adults who had experience using home training through social media. The collected data were analyzed using SPSS 26.0 and AMOS 26.0 through frequency analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling.<br/> Results: The major findings are as follows. First, information-seeking motivation had the strongest influence on cognitive gratification. Second, social interaction motivation strongly influenced on social gratification. Third, a paradoxical result emerged: convenience motivation had a negative impact on emotional gratification. Fourth, cognitive gratification and social gratification had the greatest influence on continuance intention.<br/> Conclusion: This study revealed that users of social media-based home training have evolved from passive consumers of exercise content to active, learning-oriented participants. Home training is increasingly being redefined as a social activity within online communities. Notably, the identification of the paradigm shift in the digital healthcare industry, emphasizing the importance of finding an optimal balance between accessibility and challenge.