Why viewers engage in sports live streaming: the psychological pathways from SMI characteristics to participative and sharing behaviors

Introduction Sports live streaming has become an important online setting in which social media influencers (SMIs) can shape how viewers respond to content. Previous studies have examined influencer-related traits and flow experience, but these factors have rarely been considered together in sports live streaming. To address this gap, the present study applies the Stimulus-Organism-Response (SOR) framework to examine whether flow experience mediates the relationship between influencer characteristics and viewer behavior, and whether emotional bond moderates this process. Methods Data were collected through a cross-sectional survey of 617 Chinese viewers with prior experience watching sports live streams. Established scales were used to measure SMI expertise, credibility, attractiveness, flow experience, participative behavior, sharing behavior, and emotional bond. Structural equation modeling was then used to examine the proposed relationships. Results The analysis shows that attractiveness had the strongest positive effect on flow experience, while expertise and credibility also showed significant positive effects. Flow experience was closely associated with both participative behavior and sharing behavior. Emotional bond further reinforced the positive effects of expertise and credibility on flow experience, although it did not significantly change the impact of attractiveness. Participative behavior and sharing behavior did not reflect a simple sequential progression of engagement. Instead, they functioned more like two relatively independent forms of behavioral response in sports live streaming. Discussion These findings suggest that viewer engagement in sports live streaming is shaped by both cognitive and affective processes, although these processes operate differently. By clarifying the mediating role of flow experience and the conditional role of emotional bond, this study offers a more nuanced understanding of how viewers become psychologically involved and behaviorally responsive in live-streaming environments. It also provides useful insights for platforms, influencers, and sports marketers seeking to strengthen viewer connection and encourage more sustained interaction.