追尋更好的自己: 以消費者文化理論出發，探討台灣某健身網路社群的形成

Weight training has become a popular trend in Taiwan in recent years. Its growing market has further contributed to the development of related sectors, including sports apparel, wearable devices, trainer programmes and specialized dining. Such prosperity is not only found in the physical environment, but also in the virtual world. On social media, a growing number of fitness influencers also actively involve in the fitness industry. As an example of the so-called celebrity economy, the business model of the fitness influencers seems to significantly differ from that of the traditional fitness-training clubs in the physical marketplace. This paper explores the formation of the virtual fitness community, including the community members, their interaction mechanism and on the deepest level, the community culture. We have employed the ground theory to explore the specific culture in the community. The focus is on the structure of the community, the interaction pattern between the fitness influencers and their followers, the followers’ motivation and the power of psychological needs. In particular, there is an extent of followers’ behavioural changes over time. Such changes may bring instability to the community.