The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction

Virtual Reality Spectatorship (VRS) is becoming an emerging sport media consumption trend as it delivers such optimal experience that maximizes user satisfaction. To clearly understand media user experiences in VRS, the current study aimed to investigate how a media (media type), personal (sport involvement), and game (rivalry) factors influence spectators' flow experience and to examine the impact of flow experience on their satisfaction. We conducted a 2 (media type: VR vs. 2-D screen) x 2 (rivalry: high vs. low) between subject experimental study where media type and rivalry were manipulated while sport involvement was measured. The results indicated that VRS amplified flow experience via vividness, interactivity, and telepresence to the greater extent than the traditional medium (2-D screen). Interestingly, sport viewers' sport involvement was found to amplify flow experience. Sport involvement also moderated the serial mediation (media -> vividness and interactivity -> telepresence -> flow experience); the effects of VR technology on flow experience was stronger for those who are less interested in the target sport than highly involved sport fans. Lastly, flow experience in VRS was found to substantially enhance user satisfaction.