Digitalization of the Olympics and legitimacy of the Olympic virtual series: An environmental psychology perspective

초록

Olympic virtual series made its inaugural debut as the first Olympic-licensed virtual sports, yet whether audiences will perceive them as legitimate official Olympic events is unknown. Drawing on the environmental psychology model and transportation theory, we examined the relationship between the audience's perceived virtual gaming atmosphere, sense of presence, positive emotions, and perceived legitimacy of the Olympic virtual series. 339 Olympic virtual series spectators were included in the analysis of a serial mediation model using PROCESS macro. The findings revealed that game atmosphere was a significant factor in establishing audiences' sense of presence, positive emotion, and perceived legitimacy. The mediation effects of presence and positive emotion on the relationship between the game atmosphere and perceived legitimacy were also significant. This study contributed to the media communication literature and provided useful practical implications for the International Olympic Committee regarding how to enhance spectators' Olympic digital experience.

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