The effects of gratifications, flow and satisfaction on the usage of livestreaming services
ISSN: 0737-8831
Article publication date: 1 June 2021
Issue publication date: 11 July 2023
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. (2023), "The effects of gratifications, flow and satisfaction on the usage of livestreaming services", Library Hi Tech, Vol. 41 No. 3, pp. 729-748. https://doi.org/10.1108/LHT-02-2021-0069
Publisher
:Emerald Publishing Limited
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