Nowadays, more and more people choose to watch sports events online. Many sportscasts use different ways to rich viewers’ experience, such as creating engaging online atmosphere through digital technologies. However, there is a lack of studies on this topic. Therefore, it is imperative to shed light on what the online sports watching atmosphere is and what can affect it. Moreover, studying the relationship between the atmosphere and behavioral intentions is necessary. This paper aims to develop a theoretical model that integrates the key antecedents of online sports watching atmosphere and examines the effects of the atmosphere on viewers’ behavioral intentions. We design a survey study to construct the model of the online sports watching atmosphere and analyze the relationship between the atmosphere and behavioral intentions. Our study intends to call attention to the online sports watching atmosphere. This research offers suggestions about the ways to improve the online viewers’ experience.
Wang, Tianjiao and Du, Zhao, "The Impact of Online Sports Watching Atmosphere on Viewers’ Continuous Watching Intention" (2022). PACIS 2022 Proceedings. 325.
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