Analysis of the attributes that influence the intention of use of youtube fitness channels by subscribers according to age

In a post-pandemic COVID-19 era, sports users preferto consume online content for exercise over traditionalmodels. Thus, YouTube has emerged as an alternativetechnological tool to traditional training media for fitnessand physical activity. The aim of the study was to analyse themost important attributes that influence the intention to use YouTube fitness channels by female subscribers, comparing the results according to age. The sample consisted of a total of 1383 women with an average age of 44 years. Channel attributes (social interaction, quality of information, visual content) and youtuber attributes (physical attractiveness, social attractiveness, homophily attitude), attitude towards using YouTube channels, satisfaction with YouTube channels and intention to use them were assessed. The results indicated that younger women had higher ratings, although women over 50 highlighted the social attribute of the YouTube fitness channel by connecting with other women of similar interests. Attitude towards YouTube channels and satisfaction were predictors of intention touse for all age groups. These results allow YouTubers tocreate better marketing strategies to better design theirchannel’s content and attention to users.