The Impact of Flow and Communitas on Enduring Involvement in Extended Service Encounters
研究比较了心流（个体心理效应）和共睦态（社会效应）对高尔夫运动中持久卷入的影响，发现心流作用更强，并考察了性别和参与频率的调节作用。
This study explores the comparative effects of two antecedents of enduring involvement in determining whether social versus psychological effects are more important in establishing enduring involvement with an extended service encounter. Specifically, the authors look at the effects of communitas—a social effect—and flow—an individual psychological effect—to determine which has a stronger impact on one's enduring involvement in golf. Self-determination theory argues that flow should be more important than communitas in establishing enduring involvement because of higher levels of volitional control; the findings support this premise. From a practical perspective, these findings should help extended service managers determine which service environments or strategies (e.g., social atmosphere strategies vs. game improvement strategies) to emphasize when trying to establish loyal participants. The moderating effects of gender and participation frequency on the relationships between communitas and enduring involvement and between flow and enduring involvement are also examined.