Viewing sports online together? Psychological consequences on social live streaming service usage |
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| Institution: | 1. East Tennessee State University, Department of Sport, Exercise, Recreation, and Kinesiology, Box 70671, E224 MHSA Athletic Center, Johnson City, TN, 37614, United States;2. George Mason University, School of Recreation, Health and Tourism, 4400 University Drive, MS4D2, Fairfax, VA, 22030, United States;1. Digital Marketing Associate, Nine Line Apparel, 450 Fort Argyle Road, Savannah, GA, 31419, United States;2. Marketing Department, Parker College of Business, Georgia Southern University, P.O. Box 8154, Statesboro, GA 30460-8154, United States;3. Department of Marketing and International Business, Foster College of Business, 1501 W. Bradley Avenue, Bradley University, Peoria, IL, 61625, United States;1. University of North Texas, 1155 Union Circle #310769, Denton, TX 76203-5017, United States;2. Lock Haven University, 401 N. Fairview St., Lock Haven, PA 17745, United States;3. Texas A&M University, 107 Gilchrist Building, 2929 Research Parkway, College Station, TX 77843-4243, United States;4. University of Florida, 1864 Stadium Rd., Gainesville, FL 32603, United States;1. Department of Recreation, Sport and Tourism, University of Illinois at Urbana-Champaign, 219 Huff Hall, MC-584, Champaign, IL 61820, USA;2. Management Discipline Group, University of Technology, Sydney, Australia;1. University of South Carolina, United States;2. Temple University, United States;3. Virginia Commonwealth University, United States |
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| Abstract: | Social live streaming services (SLSSs) have recently been introduced as a new type of synchronous social networking services for sport fans. Given the popularity of these innovations, the authors examined how the use of SLSSs can augment users’ social well-being and mitigate loneliness through the mechanisms of team identification, flow experiences, and satisfaction with SLSSs. To this end, the researchers collected data from 231 SLSS users who watched sport events over the SLSS platforms during the past 12 months. Results indicated that four types of gratification expectations positively influenced the users’ flow states. Among highly identified users with their preferred teams, affective gratification exerted the greater impact on the flow, predicting satisfaction with SLSSs. Such satisfaction enabled the users to enhance their social well-being and ease their feelings of loneliness. This study provides empirical evidence and new insights that elevate our understanding of SLSSs for sports content. |
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| Keywords: | New media Sport consumption Sport media Well-being Loneliness |
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