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This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.

The proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.

The results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.

The study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.

This study intends to investigate the determinants of learners' continuance intention to use massive open online courses (MOOCs) for personal or professional development.

This study employed quantitative research design. The respondents were individual learners from six selected universities in China who used MOOCs for continuous learning. A purposive sampling technique was employed to obtain 270 valid samples. Data were analyzed and analytical outputs were produced using the techniques of Partial Least Squares Structural Equation Modeling and Importance-Performance Matrix.

Expectation confirmation was found to have a positive relationship with perceived usefulness, flow experience, learning self-efficacy and satisfaction with MOOCs. Perceived usefulness, flow experience and leaning self-efficacy were also found to have a positive relationship with MOOC satisfaction. In addition, perceived usefulness, flow experience, learning self-efficacy and MOOC satisfaction had a positive impact on continuance usage intention.

The outcomes of the study can serve as a practical reference for MOOC providers and decision-makers to develop relevant strategies to increase the course completion rates.

The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.

The study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.

The results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.

The study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.

The concept of ubiquitous assimilation in e-commerce, denoting the seamless integration of technologies into customer shopping experiences, has played a pivotal role in aiding e-satisfaction and, consequently, fostering patronage intention. Among these, text-based chatbots are significant innovations. In light of this, the paper aims to develop a conceptual framework and comprehend the patronage behaviour of artificial intelligence-enabled chatbot users by using chatbot usability cues and to determine whether the social presence and flow theories impact e-satisfaction, which leads to users’ patronage intention. The current research provides insights into online travel agencies (OTAs), a crucial segment within the travel and tourism sector. Given the significance of building a loyal clientele and cultivating patronage in this industry, these insights are of paramount importance for achieving sustained profitability and growth.

The research framework primarily focused on the factors that precede e-satisfaction and patronage intention among chatbot users, which include social presence, flow, perceived anthropomorphism and need for human interaction. The researchers collected the data by surveying 397 OTA chatbot users by using an online questionnaire. The data of this cross-sectional study were analysed using covariance-based structural equation modelling.

Findings reveal that e-satisfaction is positively linked with patronage intention and the variables of social presence and flow impact e-satisfaction along with chatbot usability cues. There were direct and indirect relations between chatbot usability and e-satisfaction. Moreover, the personal attributes, “need for human interaction” and, “perceived anthropomorphism” were found to moderate relations between chatbot usability cues, social presence and flow.

The impact of chatbot’s usability cues/attributes on e-satisfaction, along with perceived attributes – social presence and flow in the realm of OTAs contributes to the human–chatbot interaction literature. Moreover, the interacting effects of perceived anthropomorphism and the need for human interaction are unique in the current contextual relations.

Virtual reality (VR) offers unprecedented immersion and interactivity in education, and working and learning from home have become the norm during the COVID-19 pandemic. This study empirically investigated the factors affecting the use of a VR online learning system (VROLS).

To explore factors affecting users’ continuance behavioral intentions toward using VROLSs, a research framework was formed comprising factors that constitute benefits (i.e. pull factors) and costs (i.e. push factors); these factors included perceived value, flow and social influence. The data for this study were collected via online survey questionnaires. A total of 307 valid responses were used to examine the hypotheses in the research model, employing structural equation modeling (SEM) techniques.

Perceived value, flow experience and the number of peers using VR primarily affect the decision to adopt a VROLS. The pull factors of spatial presence, entertainment and service compatibility, along with the push factors of complexity and visual fatigue, affect perceived value. Therefore, we conclude that perceived value is a primary factor positively influencing both flow experience and the decision to adopt the service.

This study contributes to a theoretical understanding of factors that explain users’ intention to use VROLSs.

In tourism live streaming (TLS), streamers strive to capture viewers’ attention by responding quickly to viewers’ requests and providing tourism-related knowledge. However, the effectiveness of such practices in the TLS context remains unclear. Accordingly, based on flow theory, this study aims to uncover the effects of responsiveness and knowledge spillover on viewers’ travelling intentions.

The authors collected 319 valid questionnaires to examine the proposed model. Followingly, the authors used a partial least squares structural equation modelling approach using SmartPLS 4 to analyse the survey data.

The authors found that responsiveness could enhance viewers’ flow experience and destination attachment, fostering travelling intentions. The authors further found that knowledge spillover strengthened the relationship between responsiveness and travelling intentions and responsiveness and flow experience.

This study broadens the scope of extant tourism research by juxtaposing the effects of responsiveness and knowledge spillover on viewers’ travelling intentions in the TLS context. Practically, the findings provide valuable insights for streamers to conduct appropriate viewer–streamer interaction strategies by providing instant responses and tourism-related knowledge to viewers.

在旅游直播中, 主播常常通过快速响应观众并提供目的地知识, 以吸引观众注意。然而这种策略是否有效地提升了观众的旅游意愿仍需进一步验证。因此, 本研究基于心流理论验证了响应性及知识溢出效应对观众旅游意愿的影响。

我们通过评估319份有效问卷来检验所提出的模型, 采用了SmartPLS软件构建偏最小二乘结构方程模型（PLS-SEM）分析问卷数据。

我们发现, 响应性将增强观众的心流体验和目的地依恋感, 从而促进旅游意愿。此外, 知识溢出效应强化了响应性和旅游意愿及响应性和心流体验之间的关系。

本研究同时关注响应性及知识溢出在旅游直播情境下对观众旅游意愿的影响机制。从实践层面, 本研究为旅游主播提供了高效互动及目的地推广的策略。

En las retransmisiones turísticas en directo (TLS), los organizadores se esfuerzan por captar la atención de los espectadores respondiendo de forma rápida a sus peticiones y aportando conocimientos relacionados con el turismo. Sin embargo, la eficacia de estas prácticas en el contexto de la retransmisión turística en directo sigue sin estar clara. Por consiguiente, este estudio, basado en la teoría del flujo, trata de descubrir los efectos de la capacidad de respuesta y la difusión de conocimientos en la intención de viajar de los espectadores.

Se recogieron 319 cuestionarios válidos para examinar el modelo propuesto. Seguidamente, se aplicó la técnica de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM) mediante el software SmartPLS para analizar los datos de la encuesta.

Se concluye que la capacidad de respuesta mejoraría la experiencia de flujo de los espectadores y el apego al destino, fomentando su intención de viajar. Además, se comprueba que la difusión de conocimientos fortalece la relación entre (1) la capacidad de respuesta y la intención de viajar y (2) la capacidad de respuesta y la experiencia de flujo.

La presente investigación amplía el enfoque de los estudios existentes en la investigación turística al aproximar los efectos de la capacidad de respuesta y la difusión de conocimientos sobre la intención de viajar de los espectadores en el contexto de retransmisiones turísticas en directo. Desde el punto de vista práctico, los resultados aportan ideas para que los streamers empleen estrategias de interacción apropiadas con los espectadores, proporcionándoles respuestas instantáneas y transmitiéndoles conocimientos relacionados con el turismo.

Drawing on the three flow-channel model and the stimulus–organism–response model, this research aims to understand how the influence of interactivity on purchase intention is mediated by the state of flow.

This research entails a neurophysiological experiment combined with a survey-based study. This study analyzes, first, participants' heart rate variability through the parasympathetic and sympathetic indexes during five different activities, and, second, the mediating effect of flow through a structural equation model.

This study contributes to research on the role of flow in interactive marketing. The findings reveal that flow state is associated with less stressful activities, such as navigating highly interactive websites and playing online games. This research confirms the mediating effect of flow between interactivity and purchase intention.

This paper contributes to interactive marketing and flow theory by combining traditional methods with a peripheral physiological technique that draws on neuroscience. In addition, it confirms the positive but indirect effect of interactivity on purchase intention in online contexts.

This study aims to integrate the social cognitive theory and flow theory to examine how e-skills self-efficacy (ESSE) and trust-building self-efficacy (TBSE) impact work-related flow in remote work. It also explores how work-related flow (WOLF) mediates the connection between these factors and employee resilience (ER) in the context of the growing shift toward remote work.

The study tested an empirical mediation model with 535 remote workers from Indian organizations that adopted remote work either before or during the pandemic. Hypotheses were tested using Hayes’ PROCESS macro.

The study confirmed the direct influence of ESSE and TBSE on WOLF. Moreover, a mediation analysis demonstrated that WOLF significantly mediates the association linking ESSE, TBSE and ER.

This study, evaluating experienced remote employees in the quaternary sector, offers data-driven insights for informed organizational decisions. These findings aims to guide HR and training departments in formulating recruitment and training strategies, emphasizing digital skill development to enhance knowledge and skills effectively.

This study highlights the need for remote workers and organizations to be aware of the challenges of remote work. It is among the first to explore the link between ESSE, TBSE and ER, addressing psychological factor, i.e. WOLF, often overlooked in organizational contexts.

The study applied the stimulus–organism–response (S–O–R) framework to investigate the influence of flow elements (e.g. perceived control, concentration and cognitive enjoyment) on artificial intelligence (AI)-enabled e-tail services in evoking awe experience in online fashion apparel context.

Data of 739 active users of online fashion retail shoppers were collected using Amazon Mechanical Turk (MTurk). Partial least square-structural equation modeling was used for analysis.

This study suggested the relevance of AI-enabled services in evoking flow and stimulating the customers' awe experience in online fashion shopping.

The use of AI could help online fashion retailers to improve the experiential elements by using stimuli that evoke feelings of vastness, novelty and mysticism.

The study offers insights about the relevance and applicability of AI in enhancing the flow elements and awe experience on online fashion apparel shopping in an emerging economy.

The purpose of this study is to propose and test a model to explain users’ intention to adopt m-health devices and divide the importance of antecedents for users to adopt m-health devices based on the stimulus-organism-response (S-O-R) framework.

This research conducted an online survey with m-health app users and collected 562 valid responses. A hybrid SEM-ANN approach was employed to evaluate the research model and hypotheses.

The results show that motivation (M), opportunity (O), and ability (A) affect users’ flow experience and loyalty and further affect their adoption intention of m-health technology. Opportunity plays a more critical role in m-health adoption intention than ability.

This study comprehensively examined the factors that affect users’ deep engagement and m-health adoption from the perspective of MOA. It used the hybrid SEM-ANN method to divide the critical role of motivation, opportunity and ability, providing a new analysis approach for studying information technology (IT) behavior.