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...Read more
