Purpose

This study aims to answer the following research questions: (1) How do features of sports and 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 sports and fitness live streaming?

Design/methodology/approach

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 sports and fitness live streaming users.

Findings

The findings reveal that individuals’ appraisal of their interactions with sports and 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 sports and 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/value

This research contributes to the literature on cognitive appraisal theory, particularly in the context of sports and fitness live streaming, by integrating symmetric and asymmetric analyses. Practically, strategic implications are provided for practitioners in sports and fitness industry.

中文翻译：

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揭示运动和健身直播中运动意图背后的力量：对称和非对称建模方法的结合

 目的

本研究旨在回答以下研究问题：（1）体育健身直播内容的特征如何影响个人的观看体验？ （2）在体育健身直播背景下，这些前因如何相互作用影响个体的锻炼意愿？

设计/方法论/途径

我们使用来自 886 名参与者的数据进行对称 (PLS-SEM) 和非对称 (fsQCA) 分析。混合方法解决了体育和健身直播用户决策过程的复杂性。

 发现

研究结果表明，个人对与体育和健身主播的互动（即即时反馈、互动性）的评价会显着影响他们对远程呈现、娱乐和心流的看法。这些反过来又会积极影响他们在体育直播和健身直播课程中锻炼的意愿。该研究还揭示了导致运动意图的各种因果条件组合，这是仅 PLS-SEM 方法忽略的细节。

 原创性/价值

这项研究通过整合对称和不对称分析，为认知评估理论的文献做出了贡献，特别是在体育和健身直播的背景下。实际上，为体育健身行业的从业者提供了战略意义。