The Impact on Sports Internet Celebrity’s Video Watching Behavior to Sports Attitudes and Sports Behaviors

The purpose of this study was to investigate the effects of the watching behavior of sports internet celebrity video viewers on sports attitudes and sports behaviors.Taking the sports internet celebrity video viewer as the research object, use purposive sampling, total of 320 questionnaires were distributed, 20 invalid questionnaires were deducted. Total of 300 valid samples were recovered, and the effective recovery rate was 93.75%. Data analysis method includes descriptive statistics, Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).The survey results are as follows: 1. Respondents are mainly watch videos on Facebook and YouTube platforms. Male are more than Female. The age group is mainly at 23 to 30 years old. The degree of education is universities is the most.2. The video viewer’s watching behavior has a positive and significant impact to sports attitudes. 3. The video viewer’s watching behavior has a positive and significant impact to sports behaviors.4. The video viewer’s sports attitudes has a positive and significant impact to sports behaviors.Based on the research results, the following suggestions are made: the government or relevant units should invite sports internet celebrity promote sports activities or sports policy. Use the sports internet celebrity’s power and charisma let public understand the sports plans promoted by the government and related units, so let people can use more government-provided offers and equipment. At the same time, increase people’s behavior structure of the sports attitude, and finally achieve has the effect that people are willing to go exercise.