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The effects of gratifications, flow and satisfaction on the usage of livestreaming services

Chin Lung Hsu (National Taipei University of Business, Taipei, Taiwan)
Judy Chuan-Chuan Lin (Department of Computer Science and Information Management, Soochow University, Taipei, Taiwan)

Library Hi Tech

ISSN: 0737-8831

Article publication date: 1 June 2021

599

Abstract

Purpose

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.

Findings

The results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.

Originality/value

The study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.

Keywords

Acknowledgements

The authors would like to thank the editor and two anonymous reviewers for their excellent comments and suggestions. This study was supported in part by grants from the Ministry of Science and Technology of the Republic of China under Contract Numbers MOST 107-2410-H-141-006 and MOST 107-2410-H-031-041.

Citation

Hsu, C.L. and Lin, J.C.-C. (2021), "The effects of gratifications, flow and satisfaction on the usage of livestreaming services", Library Hi Tech, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/LHT-02-2021-0069

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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