{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,14]],"date-time":"2026-05-14T01:19:12Z","timestamp":1778721552105,"version":"3.51.4"},"reference-count":85,"publisher":"Emerald","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,1,27]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>This study explores the effects of virtual streamer characteristics, virtual scene characteristics and streamer image-scene fit on users\u2019 watching intention from the perspective of flow experience.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>The survey data for this study were collected from the QQ fan group of virtual streamers between November 26th 2022 and December 5th 2022. The authors survey 274 viewers who have experience of watching virtual streaming and employ the partial least squares structural equation model to test the research hypotheses.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>Among the characteristics of virtual streamers, interactivity significantly influences users\u2019 perceived enjoyment and concentration, while vividness only affects perceived enjoyment. In addition, the novelty of the virtual scene has a notable impact on users\u2019 perceived enjoyment and concentration, whereas aesthetic appeal serves as an important indicator solely for concentration. Furthermore, the virtual streamer image-scene fit also affects users\u2019 perceived enjoyment and concentration. Finally, perceived enjoyment and concentration equally contribute to users' watching intention.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>This study explores the impact of virtual streamer characteristics, virtual scene characteristics and streamer image-scene fit on users\u2019 watching intention, which enriches the research on user behavioral intention in virtual streaming. Additionally, this study attempts to combine the stimulus-organism-response (S-O-R) model and flow theory in the field of virtual streaming, expanding the research areas. Finally, this study also provides valuable insights for virtual streamers and virtual streaming platforms. By enhancing their virtual personas and optimizing their streaming strategies, virtual streamers can more effectively retain users and maintain audience engagement. Meanwhile, virtual streaming platforms can gain a deeper understanding of user preferences, enabling them to launch high-quality events that sustain user popularity. These efforts collectively contribute to the advancement of the virtual streaming industry.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/k-03-2024-0721","type":"journal-article","created":{"date-parts":[[2024,11,28]],"date-time":"2024-11-28T08:57:08Z","timestamp":1732784228000},"page":"895-921","source":"Crossref","is-referenced-by-count":5,"title":["Factors influencing users\u2019 watching intention in virtual streaming: the perspective of flow experience"],"prefix":"10.1108","volume":"55","author":[{"ORCID":"https:\/\/orcid.org\/0009-0005-5536-3436","authenticated-orcid":true,"given":"Luonan","family":"Li","sequence":"first","affiliation":[{"name":"Zhejiang University of Finance and Economics School of Management, , ,","place":["Hangzhou, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4378-4816","authenticated-orcid":true,"given":"Wangyue","family":"Zhou","sequence":"additional","affiliation":[{"name":"Zhejiang University of Finance and Economics School of Management, , ,","place":["Hangzhou, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5960-9932","authenticated-orcid":true,"given":"Yuangao","family":"Chen","sequence":"additional","affiliation":[{"name":"Zhejiang University of Finance and Economics School of Management, , ,","place":["Hangzhou, China"]}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2024,11,28]]},"reference":[{"issue":"10","key":"2026012704222066500_ref001","doi-asserted-by":"publisher","first-page":"3955","DOI":"10.1108\/K-12-2022-1684","article-title":"Technology protocols and new health regulations for pandemic severity control: an S-O-R theoretical risk reduction approach","volume":"53","author":"Ausaf","year":"2023","journal-title":"Kybernetes"},{"issue":"7","key":"2026012704222066500_ref002","doi-asserted-by":"publisher","first-page":"516","DOI":"10.1108\/JPBM-04-2014-0552","article-title":"Modeling attitude constructs in movie product placements","volume":"23","author":"Balasubramanian","year":"2014","journal-title":"The Journal of Product and Brand Management"},{"key":"2026012704222066500_ref003","doi-asserted-by":"publisher","first-page":"423","DOI":"10.1016\/j.jbusres.2020.08.041","article-title":"Blending the real world and the virtual world: exploring the role of flow in augmented reality experiences","volume":"122","author":"Brannon Barhorst","year":"2021","journal-title":"Journal of Business Research"},{"key":"2026012704222066500_ref004","doi-asserted-by":"publisher","first-page":"497","DOI":"10.1109\/VRW50115.2020.00103","article-title":"Avatar driven VR society trends in Japan","author":"Bredikhina","year":"2020"},{"issue":"2","key":"2026012704222066500_ref005","doi-asserted-by":"publisher","first-page":"183","DOI":"10.1111\/jcal.12237","article-title":"Exploring students\u2019 flow experiences in business simulation games","volume":"34","author":"Buil","year":"2018","journal-title":"Journal of Computer Assisted Learning"},{"key":"2026012704222066500_ref006","doi-asserted-by":"publisher","first-page":"168","DOI":"10.1016\/j.chb.2014.03.050","article-title":"The influence of web aesthetics on customers\u2019 PAD","volume":"36","author":"Chang","year":"2014","journal-title":"Computers in Human Behavior"},{"key":"2026012704222066500_ref007","doi-asserted-by":"publisher","first-page":"1652","DOI":"10.3389\/fpsyg.2019.01652","article-title":"Factors determining the behavioral intention to use mobile learning: an application and extension of the UTAUT model","volume":"10","author":"Chao","year":"2019","journal-title":"Frontiers in Psychology"},{"key":"2026012704222066500_ref008","doi-asserted-by":"publisher","DOI":"10.3389\/fpsyg.2022.839629","article-title":"Antecedents of viewers\u2019 live streaming watching: a perspective of social presence theory","volume":"13","author":"Chen","year":"2022","journal-title":"Frontiers in Psychology"},{"issue":"1","key":"2026012704222066500_ref009","doi-asserted-by":"publisher","first-page":"293","DOI":"10.1016\/j.tele.2017.12.003","article-title":"What drives live-stream usage intention? 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