In the context of sports fitness centers, understanding the relationship between service quality and customer experience is crucial for enhancing customer loyalty and building long-term relationships. This study aims to explore the impact of service quality factors on customer satisfaction, trust, commitment, and loyalty, with a specific focus on the moderating role of sport involvement in shaping consumer experiences and perceptions. For this purpose, a cross-sectional survey was conducted with 606 consumers of sports fitness centers in Zhengzhou, China. The results of a latent moderated structural equation (LMS) analysis via Mplus version 8 indicate a positive relationship between tangibility, reliability, responsiveness, assurance, and empathy with customer satisfaction in sports fitness centers. Additionally, customer satisfaction positively affects trust and customer commitment, which in turn positively affect loyalty. Furthermore, sport involvement moderates the effects of reliability, responsiveness, assurance, and empathy on satisfaction. Finally, trust and commitment mediate the relationship between satisfaction and loyalty. The present study has theoretical implications through illuminating the process mechanism of the effect of service quality on consumer loyalty, and it empirically shows different patterns of consumer experiences depending on sport involvement. Additionally, the results provide practical implications for developing effective service quality in sports fitness centers.

The purpose of the current study was to investigate the structural relationship between the servicescape, the emotional experience, space flow, satisfaction, and consumer loyalty in the context of sport fitness centers. Furthermore, the present study aimed to examine the moderating role of knowledge acquisition motivation in the effect of the servicescape on the emotional experience and space flow. For these research purposes, a survey study targeting 400 consumers of sport fitness centers was conducted via online and offline survey platforms in South Korea. After deleting 16 incomplete cases, 384 cases were included in the final data analysis. The results of latent moderated equations modeling (LMS) showed that the servicescape directly enhances the emotional experience and space flow. Also, it indirectly affects consumer loyalty via the emotional experience, space flow, and consumer satisfaction. Meanwhile, knowledge acquisition motivation was found to moderate the effect of the servicescape on space flow. The present study has several theoretical implications. First, the current study illuminates the process mechanism of the effect of the servicescape in sport fitness centers on consumer loyalty. Second, the present study empirically shows different patterns of consumer experiences and decision-making depending on consumption motivation. Based on the results, sport fitness center managers should not only pay more attention to the convenience of their servicescape but they should also design service environments maximizing consumers′ emotional experiences. Additionally, the results imply that assigning exercise beginners to an attractive physical environment is an effective strategy, because they are more likely to evaluate their experiences based on the perceived servicescape.

Despite being recognized as a global entertainment phenomenon, the nature of esports has been a subject of ongoing debate due to its content attributes and the controversial impact it has on individuals’ physical and mental well-being. We contend that the fundamental source of contention lies within the inherent content attributes of esports. Drawing on uses and gratification theory (UG) and cognitive appraisal theory, the purpose of the current study was to explore how esports content attributes and viewers’ individual characteristics (esports involvement) influence the viewer’s experience (flow experience) and well-being (happiness and vitality). The results of a latent moderated structural equations (LMS) modeling analysis using a total of 539 viewers revealed that entertainment, reliability, and diversity significantly influenced flow experience, which in turn influenced viewers’ happiness and vitality. Esports involvement was found to have moderating effects on the relationship between reliability and usefulness attributes and flow experience. The findings of this research provide important contributions to the literature and have implications for sport marketing managers.

Full‐length 7‐transmembrane (TM) variants of mu opioid receptor (MOR) share similar amino acid sequences of TM domains in rodents and humans; however, interspecies differences in N‐ and C‐terminal amino acid sequences of MOR splice variants dramatically affect the downstream signaling. Thus, it is essential to develop a mouse model that expresses human MOR for opioid pharmacological studies. We generated two lines of fully humanized MOR mice, line #1 and #2. The novel murine model having human OPRM1 genes and human‐specific variants was examined by RT‐PCR. Humanized MOR mice were characterized in vivo using a tail‐flick, charcoal meal, open field, tail suspension, naloxone precipitation tests, and rectal temperature measurement. The data indicated that wild‐type (WT) and humanized MOR mice exhibited different pharmacology of morphine, including antinociception, tolerance, sedation, and withdrawal syndromes, suggesting the presence of species difference between mouse and human MORs. Therefore, humanized MOR mice could serve as a novel mouse model for pharmacogenetic studies of opioids.