The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction

Virtual Reality and Higher Education Sporting Events: Social Anxiety Perception as an Outcome of VR Simulation

BACKGROUND

This study investigates the relationship between Virtual Reality Exposure Therapy (VRET) and social anxiety in sport environments. Social anxiety is a mental health condition that manifests people's intense fear of being watched and judged by others and worrying about humiliation It is important to research potential tools like VRET that could help to mitigate the impact of social anxiety as people with social anxiety often avoid attending live events due to the venue's sensory stimuli and the social encounters they anticipate. VR simulation could allow socially anxious individuals to fully experience a sporting event simulation minus the anxiety induced by potential social encounters. VR's therapeutic effects on social anxiety should be explored when considering several findings of VR intervention to mental health.

AIM

The study aims to assess the impact of exposing socially anxious people to a virtual sporting game by measuring their levels of social anxiety, team identification, and intentions to attend a live sporting event before and after the VR exposure. Due to VR's positive experience, social anxiety is expected to decrease. However, team identification and intentions to attend live sporting events are expected to increase because of VR's ability to develop sport fanship.

METHOD

Fourteen students with symptoms of social anxiety participated in the study. To create the VR simulation stimuli, the researchers used six 360° cameras to record an NCAA Division-I women's volleyball game. Participants experienced the sporting event via VR simulation. Data were analyzed via one-group pre- and post-comparison.

RESULTS AND CONCLUSIONS

Significant results were found for behavioral intentions of participants after experiencing the simulation. Social anxiety's difference was negative 0.22, t(13) = 3.47, p < 0.01. After watching the game in VR, the respondents' social anxiety decreased significantly. Team identification's difference was 0.53, t(13) = -3.56, p < 0.01. Lastly, event visit intentions' difference was 0.24, t(13) = -2.35, p < 0.05. Team identification and intentions to visit a sporting event rose significantly after viewing the game in VR.

Flow and performance: a quantitative study of elicitation modeling in a piano performance perspective

Introduction

Flow, defined as a heightened state of consciousness characterized by intense concentration during an activity, is influenced primarily by the perceived challenge and the dynamic equilibrium of skills. This investigation focuses on the patterns of flow state attainment and its elicitation mechanisms within the context of piano performance among Chinese music college students.

Methods

Our study establishes a framework for accessing flow, utilizing quantitative data from music ontology to gauge the level of challenge and the level of music acquisition to assess skills. Additionally, we integrate external factors such as music culture heterogeneity and demographic variables to elucidate the causes and moderating effects of flow on piano performance.

Results

The findings reveal a positive correlation between flow and performance, with the model of challenge and skill induction partially explaining these results. Notably, melodic Shannon Entropy emerges as a potential indicator of challenge, suggesting its relevance in future studies on flow.

Discussion

This research provides multidimensional insights into the interplay between performance and flow in piano performance, guiding future investigations to explore the musical quantitative perspective more deeply.

Users' willingness to adopt metaverse drawing on flow theory: An empirical study using PLS-SEM and FsQCA

As a rapidly developing information technology in recent years, the metaverse has significantly transformed how we live, learn, and work. In order to accelerate the use of metaverse technology and promote users' acceptance of the metaverse, this study constructs an integrated model based on flow theory and use and satisfaction theory, to further explore the factors affecting users' acceptance of the metaverse. A total of 265 valid questionnaires were obtained through a situational questionnaire survey. Considering the limitations of a single analysis technique, we use two methods to analyze the data. Among them, the symmetric PLS-SEM method is mainly used to analyze the effects of single variables, while the asymmetric fsQCA method is used to analyze the combined effects of variables. The PLS-SEM results manifest that flow experience, perceived risk, and personal innovation directly influence users' acceptance of the metaverse, while perceived cost has no effect. Simultaneously, interactivity, presence, and social presence indirectly affect users' acceptance of the metaverse, while informativeness and enjoyment have no indirect effect. Significantly, fsQCA unveiled five configurations resulting in a high user acceptance of the metaverse, as well as six configurations leading to a negative acceptance. The complementary findings from PLS-SEM and fsQCA offer valuable insights for both theoretical understanding and practical implementation.

Enhancing Tai Chi Training System: Towards Group-Based and Hyper-Realistic Training Experiences

In this article, we propose a lightweight and flexible enhanced Tai Chi training system composed of multiple standalone virtual reality (VR) devices. The system aims to enable a hyper-realistic multi-user action training platform at low cost by displaying real-time action guidance trajectories, providing real-world impossible visual effects and functions, and rapidly enhancing movement precision and communication interest for learners. We objectively evaluate participants' action quality at different levels of immersion, including traditional coach guidance (TCG), VR, and mixed reality (MR), along with subjective measures like motion sickness, quality of interaction, social meaning, presence/immersion to comprehensively explore the system's feasibility. The results indicate VR performs the best in training accuracy, but MR provides superior social experience and relatively high accuracy. Unlike TCG, MR offers hyper-realistic hand movement trajectories and Tai Chi social references. Compared with VR, MR provides more realistic avatar companions and a safer environment. In summary, MR balances accuracy and social experience.

Thriving on novelty: Chinese students' journey to creative travel in Thailand

This study explores the intersection of creative travel and flow experiences among foreign students, a topic not extensively explored in tourism research. Specifically, it examines the mediating role of flow experiences in the relationship between students' novelty-seeking behaviors and their intention to engage in creative travel. Additionally, the research investigates how familiarity with a destination moderates this relationship. Employing structural equation modeling, the study analyzes data from 704 Chinese students in Thailand. The findings reveal that flow experiences positively mediate the link between the students' pursuit of novelty and their creative travel intentions. Moreover, the extent of familiarity with the destination was found to modify the relationship between novelty seeking and flow experiences. This research contributes to the theoretical understanding of these dynamics and offers practical insights for stakeholders in creative travel marketing and management.

Recreational cycling provides greater satisfaction and flow in an immersive virtual environment than in real life

BACKGROUND

As the state of satisfaction and flow involved in the physical activity (PA) determines future training commitment, it is undoubtedly very important to study the factors influencing the attractiveness of PA. One of such factors is the usage of virtual reality (VR) technology which creates opportunities for its users to practice various forms of PA in a altered way. It is interesting whether PA practiced in a virtual environment can offer higher levels of satisfaction and flow comparing with PA practiced in the real world. Positive answer to this question support the statement that the use of such technology could contribute to the future commitment in PA. Therefore, in order to find out whether PA in VR can be an attractive alternative towards the PA in a real world, the research should be undertaken to verify if the state of satisfaction and flow involved in the practising certain PA in the VR environment could be higher comparing to the levels of pleasure and flow connected with the same PA carried out in the real world.

OBJECTIVE

The main objective of the study was to assess the level of satisfaction and flow experienced by healthy adults during various cycling conditions: real life (RL), non-immersive and immersive virtual reality (nIVR and IVR). Additionally, questionnaires for assessing satisfaction with PA and flow in RL and VR were also validated in terms of their measurement reliability. The correlation of the results obtained during tests using both measurement tools was also assessed.

METHODS

Forty students were studied, including 20 women (age 22.35 ± 2.32 years) and 20 men (age 22.95 ± 2.19 years). The Physical Activity Enjoyment Scale (PACES) was used to evaluate the enjoyment of cycling. Flow state was assessed using The Flow State Scale (FSS).

RESULTS

Based on Friedman's analysis of variance regarding the results obtained for all the respondents, it can be concluded that the conditions of cycling significantly affect their level of satisfaction (χ2 = 85.61(40;3); p < 0.001) and flow (χ2 = 40.52(40;3); p < 0.001). The research participants rated cycling the highest in IVR. Based on the calculated Cronbach's alpha coefficients, high measurement reliability of the questionnaires used in nIVR (PACES, α = 0.94; FFS-2, α = 0.86) and IVR (PACES, α = 0.89; FFS-2, α = 0.91). There was also a significant positive moderate correlation between PA satisfaction and user flow.

CONCLUSIONS

The research is the first attempt to directly compare the sense of satisfaction and flow when practicing cycling in RL and in nIVR and IVR. The greater attractiveness and higher level of flow during PA in IVR compared to a similar traditional form of PA in RL, found on the basis of the conducted research, should prompt reflection by both those involved in planning and promoting PA, as well as the creators of active video games (AVGs). Due to the great attractiveness of PA in IVR and the constant, dynamic development of immersive information technologies, virtual training may, in the near future, become not only an important supplement to conventional forms of exercise, but perhaps even an alternative solution.

Virtual Exercise in Medicine: A Proof of Concept in a Healthy Population

BACKGROUND

Science is beginning to establish the benefits of the use of virtual reality (VR) in health care. This therapeutic approach may be an appropriate complementary treatment for some mental illnesses. It could prevent high levels of morbidity and improve the physical health of patients. For many years, the literature has shown the health benefits of physical exercise. Physical exercise in a VR environment may improve the management of mild to moderate mental health conditions. In this context, we developed a virtual environment combined with an ergocycle (the augmented physical training for isolated and confined environments [APTICE] system).

OBJECTIVE

This study aims to investigate the impact of physical exercise in a VR environment.

METHODS

A total of 14 healthy participants (11 men and 3 women; mean age 43.28, SD 10.60 years) undertook 15 minutes of immersive physical exercise using the system. Measures included mindfulness and immersion disposition, subjective perceptions of sensory information, user experience, and VR experience (ie, psychological state, flow, and presence).

RESULTS

First, the APTICE system appears to be a useful tool because the user experience is positive (subscales in the AttrakDiff questionnaire: pragmatic quality=0.99; hedonic quality-stimulation=1.90; hedonic quality-identification=0.67; attractiveness=1.58). Second, the system can induce a positive psychological state (negative emotion, P=.06) and an experience of flow and presence (P values ranging from <.001 to .04). Third, individual immersive and mindful disposition plays a role in the VR experience (P values ranging from <.02 to .04). Finally, our findings suggest that there is a link between the subjective perception of sensory information and the VR experience (P values ranging from <.02 to .04).

CONCLUSIONS

These results indicate that the device is well accepted with positive psychological and exteroceptive outcomes. Overall, the APTICE system could be a proof of concept to explore the benefits of virtual physical exercise in clinical medicine.

The use of virtual exhibition to promote exhibitors' pro-environmental behavior: The case study of Zhejiang Yiwu International Intelligent Manufacturing Equipment Expo

This study investigates the role of virtual exhibition attributes (navigation, ubiquity, vividness, interactivity, visualization) in creating positive perceived green performance and satisfaction of exhibitors, thus benefiting the exhibitors' sustainable behaviors of Eco-exhibition. Two studies were conducted to verify the proposed hypotheses. In Study 1, 417 samples were collected from 2021 ME-Expo of China to test the model. In Study 2, the follow-up interviews were conducted with 18 participants to validate the quantitative results and gain deeper insights. The results of Study 1 indicate that adopting virtual exhibitions is critical in predicting exhibitors' perceived performance and satisfaction, which in turn, influences their pro-environmental behavior. The results of Study 2 confirmed above mentioned relationship, and interviewees indicate that the emergence of virtual exhibitions should be a long-term strategy for sustainable development in the exhibition industry.

Effects of Virtual Reality Pilates Training on Duration of Posture Maintenance and Flow in Young, Healthy Individuals: Randomized Crossover Trial

BACKGROUND

This study explored the use of virtual reality (VR) technology to enhance the effectiveness and duration of low-intensity movements and postures in Pilates-derived exercises. We postulate that by leveraging the flow state in VR, individuals can engage in these exercises for longer periods while maintaining a high level of flow.

OBJECTIVE

The purpose of this study was to compare differences in posture maintenance and flow between VR Pilates training and conventional Pilates training, and the correlation between the 2 factors.

METHODS

The 18 participants in each group received either VR training or conventional training and were switched to the other training type after a 2-day wash-out period. Each group performed Pilates movements in a VR environment and a conventional environment, divided into 4 types. After training sessions, participants were evaluated for flow using a self-report questionnaire. In addition, a sports video analysis program was used to measure the duration of posture maintenance in 2 video-recorded sessions. Repeated-measures ANOVA and correlation analysis were performed on the measured duration of posture maintenance and flow scores. In all cases, the statistical significance level was set at P<.05.

RESULTS

Results for the duration of posture maintenance verification by type showed that simple behavior (F1,16=17.631; P<.001), upper body-arm coordination behavior (F1,16=6.083; P=.04), upper body-leg coordination behavior (F1,16=8.359; P<.001), and whole-body coordination behavior (F1,16=8.426; P<.001) all showed an interaction effect at P<.05. Flow (F1,16=15.250; P<.001) also showed an interaction effect. In addition, significant correlations were determined between duration of all types of posture maintenance and flow in the VR training group at P<.05.

CONCLUSIONS

Our results indicate that VR Pilates training may be more useful than conventional Pilates training in improving the duration of posture maintenance and that it promotes a significantly higher degree of flow when compared with conventional Pilates training.

How Do Level of Novelty and Camera Angle of Tourism-Themed Short Videos on Douyin Influence Potential Travelers' Behavioral Intentions?

The advent of short video apps like Douyin has greatly popularized the practice of sharing travel experiences in the form of live-streaming or prerecorded videos. With the breakout of COVID-19, the feasibility and appeal of physical travel were substantially undermined such that people now become increasingly dependent on watching short videos as a means of consuming travel-related content. This revolutionary change in the landscape of destination marketing is reshaping the tourism industry, which calls for research efforts of both scholars and practitioners. Our study aimed to investigate how two major characteristics of tourism-themed short videos, namely, level of novelty and camera angle, influence viewers' behavioral intentions toward actually visiting the places, with the incorporation of several relevant psychological mediators, including immersion, positive surprise, spatial presence, and perceptual realism. A 2 (low- vs. high-level novelty) × 2 (first- vs. third-person view) factorial experiment was designed and conducted. Statistical analysis based on a sample of 480 participants suggested that the perception of positive surprise increased with the level of novelty contained in the videos, which was positively associated with viewers' visit intentions in an indirect manner. Moreover, compared to the third-person view, employing the first-person view to film sites and scenes produced a greater sense of immersion, which in turn stimulated interest in taking a tour. This study contributes to the growing body of research in digital travel and telepresence.

Research on high school students' behavior in art course within a virtual learning environment based on SVVR

Introduction

Students who use spherical video-based virtual reality (SVVR) teaching materials for learning are able to gain more self-regulated, explorative, and immersive experiences in a virtual environment. Using SVVR teaching materials in art courses can present diverse and unique teaching effects, while also leading to the emergence of students' flow states.

Methods

Therefore, through an art course teaching experiment, this study investigated 380 high school students and used structural equation modeling to analyze the antecedents and outcomes of students' flow state in using SVVR teaching materials.

Results

The results show that in using SVVR teaching materials in art courses, more attention should be paid to the control and telepresence in the antecedents of students' flow state.

Discussion

Only when they obtain better flow experiences can they have higher perceived usefulness and satisfaction with the content of the art course, as well as stronger intentions to continue using it. These results can provide a reference for the development and use of SVVR teaching materials in high school art courses.

Investigating how immersive virtual reality and active navigation mediate the experience of virtual concerts

We conducted an experiment to examine how virtual reality (VR) and active navigation interact to improve audience experience in virtual concerts. To manipulate the medium, the participants were presented with concert-related audiovisual stimuli via a head-mounted VR device or a computer. To manipulate the participants' access to different perspectives (navigation mode), they were allowed to actively switch, or were passively guided, between the audience's perspective and the performer's perspective. According to the results, VR and active navigation induced a higher sense of presence (feeling of being somewhere else) than did computer and passive navigation, and thus, they increased the audience's state of flow and gave them higher degrees of satisfaction and concert-attending intention. VR and active navigation also increased the participants' role identification (feeling of being someone else), which again gave them higher degrees of satisfaction and concert-attending intention. This research contributes to the literature supporting VR's enhancement of concert experiences and further highlights the important relationship between action, perception, and experience satisfaction.

Consumer Preference for Virtual Reality Advertisements with Human-Scene Interaction: An Intermediary Based on Psychological Needs

Consumption is undergoing a digital revolution brought about by virtual technology, and the emergence of virtual spokespersons has changed the pattern of advertising endorsement sales. Are virtual character spokespersons better than real celebrity spokespersons? This article aims to explore the relationships between different types of advertising spokespersons, different types of advertising scenarios, and consumers' purchase intentions. The results of 2 pilot experiments and 4 formal experiments show that compared with spokespersons by real people, virtual character spokespersons have a greater positive impact on consumers' purchase intentions, which is achieved through the mediating role of psychological need satisfaction. In addition, different advertising scenarios provided by virtual technology have a moderating effect on this process. This empirical study investigates the possible positive effects of virtual character spokesperson compared with real character spokesperson and expands the results of spokesperson category based on self-determination theory.

The effects of augmented reality on consumer responses in mobile shopping: The moderating role of task complexity

Augmented reality (AR) solutions help facilitate consumers' direct examinations, enhancing their shopping experiences in the digital commerce context. This study examines consumer responses to AR in mobile shopping. It investigates the relationships among perceived media richness, interactivity, telepresence, utilitarian and hedonic values, and behavioral intentions. Furthermore, it explores whether these relationships differ depending on consumers' perceived task complexity. A total of 279 mobile application users participated in the online survey. The participants were guided to answer an online questionnaire after utilizing an AR mobile application to purchase a jewelry product. The findings reveal that media richness and interactivity positively influence telepresence, and telepresence increases behavioral intentions through perceived utilitarian and hedonic values. The effect of interactivity on telepresence and the impact of telepresence on utilitarian value are higher for consumers with low task complexity perception. By contrast, the impact of telepresence on hedonic value is higher for consumers with high task complexity perception. The results suggest practical implications for mobile retailers that apply advanced AR technology in retailing.

Let the beat flow: How game difficulty in virtual reality affects flow

Virtual Reality Games offer highly immersive experiences that allow users to effectively dissociate themselves from reality. VR gaming leads to a strong sense of presence and can facilitate the experience of flow among its players. The current study examines how the balance between a player's skill and the difficulty of a VR rhythm game can influence the sense of flow. An experiment was conducted among 201 university students who played the rhythm game Beat Saber in VR. Difficulty settings were adjusted to each individual player's skill, making the game either too easy, matched, or too hard. Results indicated that the match between skill and difficulty led to higher levels of flow. If the game was too hard, this caused a decrease in flow due to frustration, but too easy did not lead to the expected decrease in flow due to boredom. A stronger sense of flow while playing this VR game was also related to better performance, higher physiological arousal, and more enjoyment.

Flow Experience Is a Key Factor in the Likelihood of Adolescents' Problematic TikTok Use: The Moderating Role of Active Parental Mediation

TikTok use and overuse have grown rapidly in recent years among adolescents. However, risk factors for problematic TikTok use are still largely unknown. In addition, drawing on the flow theory and parental mediation theory, this study aims to examine how adolescents' perceptions of enjoyment, concentration, and time distortion affect their problematic TikTok use behavior. Further, we examined the moderating effect of active parental mediation. An online survey in China received responses from a sample of 633 adolescents between the ages of 10 and 19 (males: 51.2%; M_age = 15.00; DS = 0.975). Our findings showed that enjoyment was positively associated with concentration and, in turn, with time distortion. We also found significant positive effects of concentration and time distortion on problematic TikTok use. The effect of enjoyment, however, was non-significant, indicating that hedonic mood was not associated with problematic TikTok use. Out of the three moderated relationships examined in this study, only active parental control was found to be a significant moderator for the relationship between concentration and problematic TikTok use. The significant negative moderation result showed that as active parental mediation grows, the impact of adolescents' concentration on problematic TikTok use is reduced. Future research directions and implications are discussed.

How do short videos influence users' tourism intention? A study of key factors

Background

Short videos play a key role in the process of tourism destination promotion, and attractive short videos can bring tourist flow and economic income growth to tourist attractions. Many tourist attractions in China have achieved remarkable success through short video promotion.

Purpose

The purpose of this study was to investigate the behavioral characteristics of short video users browsing short tourism videos and explore what factors of short video affected users' tourism intention. This study also compared which factors were most important in triggering users' tourism intention in marketing communication via short tourism videos in order to shed light on tourism destination strategy and facilitate adaptation to market development trends.

Methods

This study developed a conceptual model by extending the stimulus-organism-response (SOR) model with technology acceptance factors (perceived usefulness, perceived ease of use) and short video factors (perceived enjoyment, perceived professionalism, perceived interactivity) to examine users' tourism intention. A convenience random sampling technique was used to distribute the questionnaire in Chinese city of Nanjing. Four hundred twenty-one respondents participated in the questionnaire, with 395 providing valid data.

Results

The results of the SEM analysis show that all posed hypotheses (Perceived professionalism - > Telepresence, Perceived interactivity - > Telepresence, Perceived enjoyment - > Telepresence, Perceived ease of use - > Telepresence, Perceived enjoyment - > Flow experience, Perceived ease of use - > Flow experience, Telepresence - > Flow experience, Telepresence - > Tourism intention, Flow experience - > Tourism intention) are confirmed except for (Perceived usefulness - > Tourism intention), which is not confirmed.

Conclusion

The findings of this study will help fill the gap in previous research on the relationship between short video influencing factors and users' tourism intention, thus contributing to the academic research on emerging short videos and the endorsement of destinations promoted by technological innovation.

Two-dimensional and three-dimensional multiple object tracking learning performance in adolescent female soccer players: The role of flow experience reflected by heart rate variability

Three-dimensional multiple object tracking (3D-MOT) has been used in various fields to mimic real-life tracking, especially in perceptual-cognitive skills training for soccer. Yet, the learning efficiency in 3D-MOT tasks has not been compared with 2D-MOT. Further, whether the advantage can be reflected by heart rate variability (HRV) based on the neurovisceral integration model should also be examined. Therefore, we used both 2D- and 3D-MOT in a brief adaptive task procedure for adolescent female soccer players with HRV measurement. A faster tracking speed threshold of participants was found in the 3D- compared to 2D-MOT, as well as average tracking speed in the last training period of 3D-MOT. Moreover, lower low frequency (LF) components of HRV in the 3D-MOT indicated a flow experience, demonstrating the provision of more attentional resources. Therefore, we observed that adolescent female soccer players demonstrated higher learning efficiency in 3D-MOT tasks in virtual reality (VR) through a higher flow experience. This study examined the learning efficiency between the two MOT tasks in the soccer domain using evidence from HRV and highlighted the utility and applicability of 3D-MOT application.

Bouncing between screens: social TV and Brazilian NBA audience

Purpose

Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions.

Design/methodology/approach

The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting.

Findings

A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting.

Research limitations/implications

The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting.

Originality/value

The study heads toward a theoretical generalization based on the research results.

When It Comes to Screen Golf and Baseball, What Do Participants Think?

Screen golf and baseball activities have been popular as virtual game content and sport activities, but no one has cogently explained why they are attractive to Korean urban society. Our research team analyzed the decision-making process for participating in screen golf and baseball through a widely used technology acceptance model (TAM) to explain the relationship between perceived ease of use, perceived usefulness, personal attitude, and individual intention. Structural equation modeling (SEM) verified five hypotheses established through a literature review, and 400 effective samples obtained through online surveys provided material for analysis. As a result of the analysis, perceived usefulness was the most important variable leading to participation in virtual reality sports. Based on this finding, we could conclude that the successful popularization of virtual reality sports depends on the development of applications sophisticated enough to provide practical usefulness to participants, such as physical posture correction and an improvement in personal athletic skills.

Popularity of the metaverse: Embodied social presence theory perspective

With Facebook’s name changing to Meta, the metaverse concept has become popular again. There are many indications that the current fashionableness of the metaverse is not driven by technical factors, rather related to the public hype. To clarify the reasons for the increasing popularity of the concept, this study develops a model based on embodied social presence theory. We surveyed 292 metaverse users, and analyzed the obtained data using partial least squares structural equation modeling (PLS-SEM). The results show that the main technical factors influencing the metaverse popularity do not significantly predict users’ embodied presence and embodied co-presence, while users’ imagination positively predicts their embodied presence in the metaverse and positively influences users’ willingness to continuously participate through the multiple mediating effects of embodied presence and co-presence. The results of this study confirm, to some extent, that user imagination triggered by public opinion drives the popularity of the metaverse.

Gamification and e-learning adoption: a sequential mediation analysis of flow and engagement

Purpose

The purpose of this paper is to examine the effect of gamification on students’ e-learning adoption. In addition, this paper examines the effect of two mediations, that is, flow and engagement between gamification and e-learning adoption by using sequential mediation analysis.

Design/methodology/approach

The authors used the online survey method to collect the 570 responses through convenience sampling procedure. Sequential mediation analysis technique was used to test the mediation hypothesis.

Findings

The findings of this paper revealed that gamification elements are an important feature of flow, engagement in e-learning adoption process. Also, the paper found that engagement in the learning process is a key element for students to adopt e-learning.

Research limitations/implications

This paper makes its contribution to the literature related to gamification and e-learning adoption. The paper signifies the importance of gamification as an educational application in e-learning environment and its contribution in designing an interactive learning environment.

Originality/value

Empirically, to the best of the authors’ knowledge, it is the first paper to examine the sequential mediation model of gamification in the education sector in a developing nation like India. Furthermore, this paper also extends engagement and flow theory related to e-learning process by showing how students’ engagement and flow impact the e-learning adoption in the gamified environment.

A techno-psychological approach to understanding problematic use of short-form video applications: The role of flow

Short-form video applications (SVAs) have been gaining increasing popularity among users, which has raised the concern of problematic SVA use. Flow—a positive experience in which individuals feel immersion, enjoyment, temporal dissociation, and curiosity—contributes to the development of problematic SVA use. Most of the prior research examined the motivations of flow and the self-traits that trigger flow, but paid limited attention to the technological affordances of smartphone applications that facilitate users' flow. Algorithm recommendation, multimodality, and low-cost interaction are three affordances of SVAs. Thus, drawing upon the stimulus-organism-response (S-O-R) framework, this study proposes a mediation model to examine how these affordances influence problematic SVA use through flow. An online survey (N = 621) showed that algorithm recommendation was negatively associated with problematic SVA use but was not significantly correlated to flow. Multimodality was directly and positively associated with problematic SVA use. Meanwhile, the relationship between these two variables were mediated by flow. Low-cost interaction had an indirect link with problematic SVA use via flow, while the direct link between them was not significant. The results suggest that low-cost interaction is the affordance that is most likely to trigger flow and problematic SVA use, followed by multimodality. However, algorithm recommendation seems to be an affordance that is less likely to facilitate flow or cause problematic SVA use. Our proposed model not only enriches the S-O-R framework in the digital environment, but also denotes a techno-psychological approach to examine problematic use of SVAs and other digital applications. Moreover, the findings offer practical implications for optimizing SVAs' technological affordances to properly manage problematic SVA use.

Effects of diffusion of innovations, spatial presence, and flow on virtual reality shopping

Virtual reality (VR) has developed rapidly, drawing more businesses to such development. Based on the diffusion of innovations theory (DIT), the study combines the flow theory and the satisfaction perspective to explore purchase intention influencing customers' adoption of the VR shopping platform system. This study found that satisfaction and flow experience enhance their purchase intention. In technological characteristics, relative advantage, service compatibility, spatial presence, and complexity are important in satisfaction. Among them, both relative advantage and spatial presence impact flow experience. Additionally, a cluster analysis based on gender was conducted, and the study found a significant difference between relative advantages, service compatibility, and complexity in women and men users. The flow experience is an important factor affecting women users' shopping intention, while insignificant for male users. The implications of these findings are discussed.

TRAVELLERS’ EXPECTATIONS WHEN BOOKING HOTELS THROUGH ONLINE TRAVEL AGENTS

Travellers constantly require personalized travel arrangements. They look for specific arrangements depending on whether the trip is for leisure or business. However, some travellers prefer multiple events in their travel schedules, including visiting prime locations or historical places. Hence, online travel agents (OTAs) are the most convenient alternative platforms to meet the specific needs of travellers. This study utilizes survey method to examine factors influencing travellers when booking hotels through OTAs. This study collected 398 questionnaires at Penang International Airport, Malaysia. Results indicate five factors, i.e. room facilities and amenities, customer recognition through star rating, price factor, promotion factor, and other hotel facilities, that significantly influence travellers’ expectations in booking hotels through OTAs.

Do an Organization’s Digital Transformation and Employees’ Digital Competence Catalyze the Use of Telepresence?

Rapid changes in the external environment are increasing interest in digital transformation. In particular, the recent breakout of infectious diseases such as COVID-19 has required certain companies to restrict physical exchanges among their members. As a result, companies must strive to maintain productivity and performance by supporting business exchange activities through online platforms. A metaverse technology that supports individuals’ exchange activities in a virtual space based on 3D technology has recently attracted attention from companies. However, as previous studies related to the metaverse have focused on strengthening personalized content and services, additional research is needed in order to understand the metaverse’s effects at the organizational level. This study aims to present the conditions for strengthening the motivation to use the metaverse from the perspective of organizations and members who have applied the metaverse in the workplace on a trial basis. In this study, an online questionnaire was conducted targeting workers of organizations with a history of using the metaverse for business, and the hypotheses were tested using 304 valid samples. As a result of the analysis, it was found that telepresence, a characteristic of the metaverse, influences the intention to continue using the metaverse through informativeness, interactivity, and enjoyment. In addition, the shared goal of the organization’s digital transformation moderated the influence relationship between telepresence and an individual’s motivations, and an individual’s digital competence moderated the influence relationship between motivation and the intention of continuous use. This study suggests a digital transformation strategy for an organization in terms of suggesting ways to strengthen the motivations for the use of the metaverse of employees in the organization.

Influence of Flow Experience, Perceived Value and CSR in Craft Beer Consumer Loyalty: A Comparison between Mexico and The Netherlands

Craft beer production enterprises are categorized as micro-, small- and medium-sized enterprises (MSMEs) in Mexico and the Netherlands. As MSMEs, they encounter challenges to achieving consolidation; one main challenge is linked to deficient consumer-loyalty development. This work explores and compares the effects of experience of flow, perceived value and CSR in the development of loyalty in two different population samples of craft beer consumers: Mexico and the Netherlands. In total, 452 surveys were collected during experiential events, and the data were analyzed using multivariate partial-least-square (PLS) structural equation modeling. Our model results indicate that attention, concentration and notion of time influence flow experience in the same way in both countries. Experiential factors are stronger for the Mexican population. For the case of the Netherlands, perceived value had a higher effect on loyalty development and a lower impact on experiential factors. The CSR variable was only significant for the Dutch sample.

Immersive Media-Based Tourism Emerging Challenge of VR Addiction Among Generation Z

The virtual reality (VR) applications in entertainment and tourism industry have become growingly intense among generation Z. Interestingly, some pilot research on tourism studied concluded the positive impact of its flow experience on adoption of VR tourism, which is also driving the risk of immersive addictive. In the context of tourism and information and communication technology (ICT)-based innovation, there is a lack of immersive addictive behavior (IAB)-related literature. In addition, during the currently ongoing pandemic crisis, VR technology has gained particular importance in the tourism industry among generation Z. The present venture underlines the mechanism of IAB, investigates the VR addiction while underlining the cognitive abilities of individuals. This study applies empirical framework of cognitive-behavioral model. Results demonstrate that in the case of VR tourism, the immersive experience (presence and flow) determines the addictive behavior. Furthermore, VR imagery (VI), psychological curiosity (PC), and VR convenience (VRC) have significant influence on the VR presence and immersive flow. Moreover, the practical and theoretical implications have been discussed in the current research to prevent IAB.

The Influence of Innovation Climate on Creative Role Identity: The Mediating Role of Flow

Creative role identity is an important antecedent of innovative behaviors. Both the mechanism of how external factors and individual factors affect the formation of creative role identity and details of this process have yet to be discovered. Based on data collected from 226 students in 6 classes at a university in Guangdong during the development of innovative projects, the influence of innovation climate on the students' creative role identity, especially the mediating effect of flow, was investigated. The results show that the innovation climate has a positive impact on creative role identity and that flow plays a partial mediating role in this relationship.

VR tourism experiences and tourist behavior intention in COVID-19: an experience economy and mood management perspective

Purpose

Virtual reality (VR) technology is a potential tool for tourism marketers to maintain the attractiveness of their destinations and recover from the COVID-19 pandemic. However, the effectiveness of VR technology in motivating potential tourists' visit intention under lockdown conditions remains unknown. An integrated model based on the experience economy framework and mood management theory was, therefore, used to explain how tourists' VR experiences affect their mood management processes and subsequent behaviors. This research also examined how perceived travel risk influenced the relationship between mood management processes and future decisions.

Design/methodology/approach

This study used a cross-sectional design based on a sample collected from a Chinese survey company, Sojump. The author surveyed 285 respondents who had experienced VR tourism activities during the COVID-19 pandemic. The research model was tested using partial least squares–structural equation modeling.

Findings

The results demonstrated that the four dimensions of VR experiences differently affected mood management processes, while perceived travel risk differently moderated the influence of mood management processes on visit intention and VR stickiness. This provides insights for tourism marketers to adapt to the current tourism environment and develop recovery strategies.

Originality/value

In response to gaps in the literature, this research examined the effectiveness of VR technology in driving tourists' visit intention during the COVID-19 pandemic, providing insights for tourism marketers to successfully implement VR tourism and plan timely recovery strategies.

The Power of Affection: Exploring the Key Drivers of Customer Loyalty in Virtual Reality-Enabled Services

The accelerating growth of virtual reality (VR) technology and evolving customer needs make multifarious challenges and opportunities for service industries. Based on the Technology Acceptance Model (TAM) and Theory of Affection Responses, we explored the key drivers of customer loyalty in virtual reality-enabled services through a large-scaled survey data collected from VR users in four major cities of Pakistan. The study employs the partial least squares structural equation modeling (PLS-SEM). We verified that the authenticity of the VR experience and TAM dimensions (ease of use, usefulness of VR) are the key drivers of customer loyalty béhavioral in VR-enabled services. Furthermore, results revealed that Affective responses (i.e., enjoyment, emotional involvement, and flow state) significantly mediated the relationships between the drivers and customer loyalty (continued use, recommendation, and willingness to pay premium). Implications for researchers and VR practitioners were also provided.

Flow Experiences and Virtual Tourism: The Role of Technological Acceptance and Technological Readiness

Virtual technology has brought new development opportunities to the tourism market and is expected to help the tourism industry cope with the challenges issuing from the COVID-19 pandemic. Given this context, in this study, we propose and test a model based on the SOR architecture, which includes tourists’ experience of virtual tourism, technical readiness (TR), technical acceptance (TA), and tourists’ virtual tourism intentions and the variables of flow experience, technical optimism, technical discomfort, perceived usefulness, perceived ease of use, adoption intention, and consumption intention. To this end, data were collected through a questionnaire survey of Chinese tourists (n = 542). Then, we used a structural equation model (SEM) to test the hypothetical relationships between potential variables. The results showed that the flow experience delivered by the virtual tourism experience affects tourists’ tendencies to use and intentions to consume virtual tourism. Second, flow experiences can make tourists more optimistic about virtual tourism technology, reduce tourists’ technical discomfort, and enhance tourists’ perceptions of usefulness and ease of use. We also found that tourists’ intentions to use virtual tourism technology affect their intentions to travel on the spot. These findings provide useful insights for tourism practitioners, suggest new ideas for marketing and sustainable development in the virtual tourism industry, and verify the application of the integrated SOR and TAM framework in the field of tourism consumption.

Virtual Reality (VR) Technology for Treatment of Mental Health Problems during COVID-19: A Systematic Review

There was a surge in psychological distress and emotional burnout during the COVID-19 pandemic. Virtual reality (VR) is helpful as a psychological intervention whilst maintaining physical or social distancing. The present systematic review assessed the role of VR as a psychological intervention tool for mental health problems during the COVID-19 pandemic. We conducted a systematic review that followed the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) guidelines. This study used the search-related terms: (Virtual reality OR simulated-3D-environment OR VR) AND (covid! or corona!) AND (mental* OR psychologic* OR well* OR health*) AND (intervention) on six databases, i.e., MEDLINE, PsycINFO, Ovid Medline, EMBASE, ACM digital library, and Cochrane Central Register of Controlled Trials (CENTRAL) from the inception date until 23 June 2021. We finally included four studies in the systematic review out of the 379 references imported for screening. These studies reveal that VR is beneficial as a psychological tool for intervention in individuals with mental health problems. Immersed in the telepresence, interacting in a 3-D format compared to a 2-D layout, having a sense of enjoyment and engagement, activating an affective-motivational state, “escaping” to a virtual from the real world are pivotal faucets of VR as a psychological tool for intervention.

How Flow Experience and Self-Efficacy Define Students' Online Learning Intentions: View From Task Technology Fit (Framework)

The ongoing pandemic has transformed communication modes globally. Especially in the case of higher education, where countermeasures against coronavirus disease 2019 (COVID-19) have affected students’ learning experience. This study emphasized the case of business simulation games, where critical factors were underlined to define learners’ intention to use an online learning environment through the lens of task technology fit (TTF) as a theoretical stance. This study considered the statistical analysis of 523 students who attended the business simulation module online at the tertiary level of education. Findings conclude that flow experience is the most critical factor to define learners’ perceived TTF in the case of an online learning experience. However, the learners’ self-efficacy is significant enough to map learners’ intentions to use an online environment for learning. The study discussed several theoretical and practical implications for learners’ educators and policymakers.

Design to Assist Better Youthhood for Adolescents with Lower-Limb Disability through Virtual Reality Sports

Background: Youths with lower limb dysfunction display low levels of sports participation, which limits their growth and self-development, both physically and mentally. Recently, VR technology has proven its profound value in the psychological evaluation and treatment, rehabilitation, and immersive training of people in need. We have proposed, designed, and developed a VR rock-climbing game for youths with lower-limb dysfunction that allows them to engage in enjoyable and purposeful in-game tasks that simultaneously bring about intensive real-world exercise. Methods: Pilot studies were conducted on college students whose lower limbs were fixed to chairs. Heart rate monitoring, a flow questionnaire, interviews, and observation were conducted for each participant to evaluate the impact of the VR rock-climbing game. The collected data were trimmed on the basis of Cronbach’s alpha and corrected item−total correlation (CITC) to guarantee the data’s reliability. Results: The average value of each flow experience dimension was greater than 4 (0.76 < SD < 0.91). According to the flow-based analysis and the whole-process feeling distribution (WPFD), the evaluated study brought about the participants’ happiness and a sense of mastery and achievement. Conclusions: By bringing about a deep and enjoyable immersion in VR, it remarkably promotes the participants’ intention to participate in exercises.

Immersive Technology Implementation in the Construction Industry: Modeling Paths of Risk

The purposes of this paper are to identify risk factors impacting the successful implementation of immersive reality technology (ImT) in the construction industry, analyze these risk factors (impact and probability), assess the relationships among different categories of risk factors, and provide recommendations to improve ImT implementation. A literature review, a pilot test based on expert interviews, and a questionnaire survey were used. First, the risk factors of ImT applications were identified by consulting the relevant literature on virtual reality, mixed reality, and augmented reality; these were subsequently grouped into five categories—technology, operation, individual/worker, investment, and external. Next, a questionnaire survey was designed and distributed to relevant construction practitioners in South Africa (usable response = 175). Twenty-one ImT implementation risk factors were identified, and risk criticality scores ranged from 2.02 to 3.18. High investment cost, the need for extensive worker training, and the possible introduction of new risks for workers were rated as significant risks. The present study confirmed three statistically significant hypothesized risk paths—namely, those between external issues and individual/worker’s concerns, between external issues and investment limitations, and between individual/worker’s concerns and technology concerns. The present study contributes to the literature regarding the adoption of construction technology by providing a list of critical risk factors that could be used to develop models and tools for assessing ImT adoption and guide practitioners involved in integrating ImTs.

Experiencing a Food Production Site Using Wearable Devices: The Indirect Impact of Immersion and Presence in VR Tours

Virtual reality (VR) is among the main technologies revolutionizing numerous sectors, including tourism. In the latter context, virtual tours (VTs) are finding increasing application. Providing an immersive and realistic human–machine interaction, VR tours can bring visitors to virtually experience destination areas. The proposed research presents a theoretical and empirical investigation of the role played by some technical VR features (i.e., presence, immersion, ease-of-use) on VR visitors’ enjoyment, satisfaction, and, accordingly, on the physical visit intention of the production site and neighboring areas. After having experienced a 360-degree VR tour of a food production site, created specifically for this study, 140 visitors were surveyed online. Results—emerging from a PLS structural equation model—show that immersion and presence both directly impact the enjoyment and indirectly the user’s VR tour satisfaction and visit intention. Further, if the VR tour is perceived as easy to use, it influences visitors’ satisfaction and physical visit intention. This study contributes to the novel VR literature, applied in the tourism sector, evidencing how immersive and enjoyable scenarios, experienced via widespread devices such as smartphones, may impact tourists’ choices. In food tourism, VR technologies can be fundamental in attracting new visitors to the production sites and neighboring areas.

Rise of Social Media Influencers as a New Marketing Channel: Focusing on the Roles of Psychological Well-Being and Perceived Social Responsibility among Consumers

This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations among the variables in this study. The findings indicated that perceived friendship was significantly influenced by language similarity, interest similarity, and self-disclosure, but did not have a significant impact on psychological well-being. Additionally, perceived friendship significantly affected psychological well-being and loyalty, and psychological well-being significantly influenced loyalty. Lastly, social media influencers’ social responsibility moderated the path from psychological well-being to loyalty. Based on these findings, this study proposes theoretical and managerial implications for the social media influencer marketing context.

The Role of Virtual Reality as a Psychological Intervention for Mental Health Disturbances during the COVID-19 Pandemic: A Narrative Review

The COVID-19 pandemic spread throughout the world and created many problems. The COVID-19 pandemic caused an increase in mortality and morbidity, including mental health problems. Around the world, the movement control order (MCO) was strictly enforced, but the spread of the infection epidemic was still rampant. The magnitude of the increase in mental health illnesses has caused many individuals to suffer. Given that face-to-face interventions are challenging to carry out during an outbreak, we need to address this critical problem through an online approach, such as virtual reality (VR). This approach is vital to helping patients deal with their existing problems in more pragmatic, practical, and customer-friendly ways. Thus, in the present review, we proposed the development of a virtual digital device for this noble purpose. Various challenges, improvements, and expectations for VR applications were outlined and discussed in this narrative review.

Accessing the States of Enhanced Cognition in a Gaming Context: The Importance of Psychophysiological Arousal

The goal of this study was to examine activities and experiences where enhanced cognitive states (ECSs), characterized by dramatic boosts in focused attention, could be elicited under specific gaming contexts. In Experiment 1, expert gamers were tested on the attentional blink task before and after playing games of different genres, varying on four game design dimensions (perspective, "adrenaline-rush," immersivity, and collaborative vs. individual context) and two cognitive dimensions (speed of processing and attentional focus). In Experiment 2, using ECG-HRV methodology, we examined the physiological markers of gaming dimensions found to be critical for accessing ECSs in Experiment 1. The findings suggest that ECSs are a universal phenomenon that demands focusing one's attention on a single task from the egocentric perspective, and ought to involve an adventurous "adrenaline-rush" type of activity. Furthermore, the results demonstrated that an underlying physiological mechanism of ECSs includes parasympathetic nervous system (PSNS) withdrawal-associated arousal. Specifically, the gaming dimensions leading to greater PSNS withdrawal-associated arousal resulted in greater improvements on the attentional blink task during ECSs. These findings suggest that individuals can transcend what was hitherto assumed to be a limitation of human cognition, granting new prospects for eliciting exceptional human performance.

How can I Be as attractive as a Fitness YouTuber in the era of COVID-19? The impact of digital attributes on flow experience, satisfaction, and behavioral intention

In the past decade, the social media platform has dramatically changed individuals’ daily activities in real life and on the Internet, including shopping, socialization, entertainment, study, and even health and fitness. In the era of COVID-19, particularly, consumers tend to rely more on digital attributes of social media platforms for their decision-making process by reducing the physical touchpoint. Responding to this ongoing trend, this study investigates how fitness YouTube channel attributes and fitness YouTuber attributes influence flow experience, satisfaction, and behavioral intention of YouTubers who work out at home via a fitness YouTube channel during the COVID-19 pandemic. Based on the social media literature and the cognitive appraisal theory, this research formulates a research model that specifies the influence of three dimensions of fitness YouTube channel attributes (i.e., social interaction, information quality, and visual content) and three dimensions of fitness YouTuber attributes (i.e., social attractiveness, physical attractiveness, and attitude homophily) on flow experience, YouTube channel satisfaction, and behavioral intention in the context of YouTube. This study recruited participants in the United States who currently work out via a fitness YouTube channel through three waves of data collection during the COVID-19 era. The empirical results revealed that flow experience was significantly affected by information quality, visual content, and physical attractiveness. Also, YouTube channel satisfaction was significantly affected by social interaction, information quality, and visual content. Lastly, behavioral intention was significantly affected by flow experience and YouTube channel satisfaction. Based on the findings, this study proposes meaningful implications for the extant literature and social media industry during the COVID-19 pandemic.

Perceptions of professional soccer coaches, support staff and players toward virtual reality and the factors that modify their intention to use it

A small evidence base supports the use of virtual reality in professional soccer, yet there is a lack of information available on perceptions and desire to use the technology from those employed at professional soccer clubs. Therefore, the aim of the study was to compare and quantify the perceptions of virtual reality use in soccer, and to model behavioural intentions to use this technology. This study surveyed the perceptions of coaches, support staff, and players in relation to their knowledge, expectations, influences and barriers of using virtual reality via an internet-based questionnaire. To model behavioural intention, modified questions and constructs from the Unified Theory of Acceptance and Use of Technology were used, and the model was analysed through partial least squares structural equation modelling. Respondents represented coaches and support staff (n = 134) and players (n = 64). All respondents generally agreed that virtual reality should be used to improve tactical awareness and cognition, with its use primarily in performance analysis and rehabilitation settings. Generally, coaches and support staff agreed that monetary cost, coach buy-in and limited evidence base were barriers towards its use. In a sub-sample of coaches and support staff without access to virtual reality (n = 123), performance expectancy was the strongest construct in explaining behavioural intention to use virtual reality, followed by facilitating conditions (i.e., barriers) construct which had a negative association with behavioural intention. Virtual reality has the potential to be a valuable technology within professional soccer although several barriers exist that may prevent its widespread use.

Congruity of Virtual Reality In-Game Advertising

With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disrupt traditional media as a $7.7 billion USD industry, that is expected to reach $57.55 billion by 2027. As such, marketing researchers must continue to evolve and understand the interdisciplinary VR research evolution as many VR users are likely to view IGA as intrusive. IGA and VR are not new constructs, but IGA within VR is unique as VR consumers have not yet experienced VR IGA intrusion. This article utilizes a sport marketing focus to provide an industry specific set of examples for the reader, however this article can be applied to broader fields including communications and interactive marketing. The main contributions of this article are 2-fold. First the development of a VR In-Game Advertising Congruity Framework is developed through a review of the literature and application to VR IGA in the topical areas of congruity of the IGA, interactivity of the IGA, intrusiveness of the IGA, realism of the experience, telepresence, brand awareness, and attitude toward the IGA. Secondly, a proper VR context definition of telepresence is provided through review of the literature that takes into account the interaction of a VR participant. This article aims to aid marketers in making informed IGA development decisions through strategic choice, via a centralized VR IGA congruity framework, that not only enhances brand awareness, but leaves participants with a favorable attitude toward the IGA to increase sales activation.

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

Purpose

This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator.

Design/methodology/approach

Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis.

Findings

Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior.

Practical implications

This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries.

Originality/value

This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.