<p>Engaging in fitness courses through online live-streaming platforms with real-time coaching has become a popular exercise regimen. Sustained exercise is crucial for enhancing physical image and health. However, the psychological processes through which users form their intention to continue participating in live-streaming fitness courses, have not received sufficient attention. This research aims to investigate how the characteristics of live-streaming fitness courses influence users’ intention to continue participating. The research model was derived from the extended technology acceptance model and self-efficacy theory. The empirical results show that the convenience, entertainment, interactivity, and competence of live-streaming&#xa0;fitness courses have distinct impacts on consumers’ exercise self-efficacy and exercise outcome expectations. Moreover, exercise self-efficacy and outcome expectations further stimulate self-improvement motivation, thereby influencing the intention to continue participation. This research uncovers the critical features of live-streaming fitness courses and their effects on users, while also confirming that exercise self-efficacy, outcome expectations, and self-enhancement motivation are important antecedents for users’ sustained engagement in exercise. The implications of these findings not only advance our understanding of the psychological processes underpinning users’ continued participation in live-streaming fitness courses but also provide novel insights and actionable strategies for industry stakeholders.</p>