Factors influencing people’s continuous watching intention and consumption intention in live streaming

Fangfang Hou (Nottingham University Business School China, Ningbo, China)
Zhengzhi Guan (Nottingham University Business School China, Ningbo, China)
Boying Li (Nottingham University Business School China, Ningbo, China)
Alain Yee Loong Chong (Nottingham University Business School China, Ningbo, China)

Internet Research

ISSN: 1066-2243

Publication date: 4 July 2019

Abstract

Purpose

The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.

Design/methodology/approach

This research conducted a mixed-methods study. The semi-structured interview was deployed to develop a research model and a live streaming typology. A survey was then used for quantitative assessment of the research model. Survey data were analyzed using partial least squares-structural equation modeling.

Findings

The results suggest that sex and humor appeals, social status display and interactivity play considerable roles in the viewer’s behavioral intentions in live streaming and their effects vary across different live streaming types.

Research limitations/implications

This research is conducted in the Chinese context. Future research can test the research model in other cultural contexts. This study can also be extended by incorporating the roles of viewer gender and price sensitivity in the future.

Practical implications

This study provides managerial insights into how live streaming platforms and streamers can improve their popularity and profitability.

Originality/value

The paper introduces a novel form of social media and a new business model. It illustrates what will affect people’s behavioral intentions in such a new context.

Keywords

Citation

Fangfang Hou, Zhengzhi Guan, Boying Li and Alain Yee Loong Chong (2019) "Factors influencing people’s continuous watching intention and consumption intention in live streaming", Internet Research, Vol. ahead-of-print No. ahead-of-print

Download as .RIS

DOI

: https://doi.org/10.1108/INTR-04-2018-0177

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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