Research on Users' Exercise Behaviors of Online Exercise Community Based on Social Capital Theory

Online exercise communities play an important role in their users' self-health management. The willingness of users to interact and create user-generated content in online communities reflects the vitality of the online exercise community and the positive impact it has on offline users' health performance. Therefore, based on social capital theory, we study the relationship between three types of social capital and users' offline exercise behaviors and add off-topics in the community in the model. We select the KEEP health community user group as the research setting and conduct the regression analysis. The results show that owned centrality and reciprocity have a significant positive relationship with users' exercise behaviors; accessed centrality and trust have a significant negative relationship with users' exercise behaviors; and common topics and off-topics show a partly significant correlation. As a moderating variable, off-topics have a negative moderating effect on owned centrality and betweenness centrality, but a positive moderating effect on reciprocity and trust among group members. The results enrich and expand social capital theory, deepen the research on users' exercise behaviors in the online exercise community, and provide a good reference for online exercise community management.