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Understanding viewers' information-sharing in live-streaming based on a motivation perspective

Shih-Wei Chou (Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Ming-Chia Hsieh (Department of Marketing and Logistics Management, Far East University, Tainan, Taiwan)
Hui-Chun Pan (College of Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)

Online Information Review

ISSN: 1468-4527

Article publication date: 20 May 2022

Issue publication date: 18 January 2023

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Abstract

Purpose

This study aims to understand how information-sharing in live-streaming is formed through a motivational perspective. The authors provide a framework to explain how live-streaming services and attachment affect viewers' information-sharing decision.

Design/methodology/approach

This study uses a survey-based method to collect data and partial least squares to analyze them.

Findings

The proposed hypotheses are largely supported. The results show that information-sharing intention is influenced by both attachment to a creator and attachment to a group. These attachments are positively affected by live-streaming services. The findings contribute to live-streaming literature by conceptualizing motivation and motivational feedback as service and attachment respectively.

Practical implications

The findings suggest that live-streaming managers emphasize social-technical features and relationship development with others (creators, group members) to motivate viewers' participation in live-streaming.

Originality/value

This study addresses the gap of lacking a systematic consideration of motivation in the live-streaming context. As such, the authors conducted empirical research that describes the information-sharing through the motivation from service and feedback from attachment.

Keywords

Acknowledgements

Funding: The work described in this study was partially supported by the grants from Ministry of Science and Technology (MOST) of Taiwan, R.O.C. (107-2410-H-992-013-).

Citation

Chou, S.-W., Hsieh, M.-C. and Pan, H.-C. (2023), "Understanding viewers' information-sharing in live-streaming based on a motivation perspective", Online Information Review, Vol. 47 No. 1, pp. 177-196. https://doi.org/10.1108/OIR-12-2020-0576

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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