This study aimed to explore how the attributes of sports and fitness live streaming (SFLS) streamers—namely social attractiveness, physical attractiveness, trustworthiness, and expertise—affect consumers’ subjective well-being through their flow experience and emotional attachment. Study participants were recruited using Wenjuanxing, an online survey platform based in China. Among the total sample collected, 1,047 valid cases were utilized for analysis. Data were analyzed using both symmetric and asymmetric approaches: partial least-squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). The PLS-SEM results showed that physical attractiveness, trustworthiness, and expertise positively affected consumer flow experience and emotional attachment to live streamers. Moreover, the flow experience positively led to emotional attachment. Finally, both flow experience and emotional attachment had a significant impact on subjective well-being. The fsQCA results complemented the PLS-SEM findings and identified six configurations, resulting in high subjective well-being. The findings of this study contribute to a comprehensive understanding of the uniqueness of SFLS consumption and provide insightful practical implications for the sports and fitness industry.

DOI: http://doi.org/10.32731/SMQ.342.062025.02