FiT Publishing

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

Social Live Streaming Services (SLSSs) have emerged as a novel distribution channel for mediated sports, necessitating an exploration of their impacts on viewers’ flow experiences. This study integrates flow theory and the limited capacity model to assess the extent to which interactive elements, specifically live chat and streamer presence, contribute to viewers’ flow experiences under different suspense levels. The findings revealed that the live chat positively affected viewers’ flow, while streamer presence had a negative impact. Moreover, under low suspense conditions, both...Read more

The purpose of this study was to determine the impact that flow and team identification have on spectators’ perceptions of stadium atmosphere. Data were collected from students attending men’s basketball and baseball games at a large NCAA Division I university. The results indicated that stadium flow is directly related to spectators’ perceptions of the stadium atmosphere. Team identification was found to influence flow and also have a moderating effect in the model with stadium flow having a greater impact on lower-identified spectators than on highly identified fans.Read more