Abstract
Purpose
This study aims to answer the following research questions: 1) How do features of fitness live streaming content influence individuals’ viewing experiences? 2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the context of fitness live-streaming?
Methodology
We employed both symmetric (PLS-SEM) and asymmetric (fsQCA) analyses using data from 886 participants. A mixed approach addresses the complex nature of the decision-making process among fitness liver streaming users.
Findings
The findings reveal that individuals’ appraisal of their interactions with fitness streamers (i.e., instant feedback, interactivity) significantly affects their perceptions of telepresence, entertainment, and flow. These, in turn, positively influence their intention to exercise in live fitness streaming sessions. The study also uncovers various combinations of causal conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone.
Originality
This research contributes to the literature on cognitive appraisal theory, particularly in the context of fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in providing fitness live streaming.
This study aims to answer the following research questions: 1) How do features of fitness live streaming content influence individuals’ viewing experiences? 2) How do these antecedents interact with each other to influence individuals’ intentions to exercise in the context of fitness live-streaming?
Methodology
We employed both symmetric (PLS-SEM) and asymmetric (fsQCA) analyses using data from 886 participants. A mixed approach addresses the complex nature of the decision-making process among fitness liver streaming users.
Findings
The findings reveal that individuals’ appraisal of their interactions with fitness streamers (i.e., instant feedback, interactivity) significantly affects their perceptions of telepresence, entertainment, and flow. These, in turn, positively influence their intention to exercise in live fitness streaming sessions. The study also uncovers various combinations of causal conditions leading to exercise intention, a detail overlooked by the PLS-SEM method alone.
Originality
This research contributes to the literature on cognitive appraisal theory, particularly in the context of fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in providing fitness live streaming.
| Original language | English |
|---|---|
| Journal | International Journal of Sports Marketing and Sponsorship |
| Publication status | Accepted/In press - 2024 |
Keywords
- live streaming
- exercise
- telepresence
- flow
- mixed method approach