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1 – 10 of 769Guan-Yu Lin, Yi-Shun Wang, Yu-Min Wang and Meng-Hsuan Lee
The study aims to examine the relationships among personality traits (i.e. the Big Five personality traits and locus of control), self-perceived facial attractiveness, motivations…
Abstract
Purpose
The study aims to examine the relationships among personality traits (i.e. the Big Five personality traits and locus of control), self-perceived facial attractiveness, motivations (i.e. intrinsic and extrinsic motivation) and intention toward live stream broadcasting. It also investigates the moderating role of perceived behavioral control in the relationship between motivations and intention.
Design/methodology/approach
Data collected from a sample of 637 participants are used to examine the research model and test the hypotheses with the employment of partial least squares structural equation modeling.
Findings
The study shows that motivations and perceived behavioral control are significant predictors of intention. Perceived behavioral control has a significant moderating effect between motivations and intention. Intrinsic motivation is positively influenced by self-perceived facial attractiveness, agreeableness, extraversion and internal locus of control, while extrinsic motivation is positively predicted by self-perceived facial attractiveness, conscientiousness and extraversion.
Originality/value
This study enhances our understanding of the determinants of intention toward live stream broadcasting by exploring its relationships with motivations, self-perceived facial attractiveness and personality, as well as the moderating effects of perceived behavioral control.
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Wooyoung (William) Jang, Wonjun Choi, Min Jung Kim, Hyunseok Song and Kevin K. Byon
This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and…
Abstract
Purpose
This study aimed to understand better what makes esports fans engage with streamers' live-streaming of esports gameplay. This study used the Theory of Planned Behavior (TPB) and additionally adopted streamer identification and esports game identification as moderating variables.
Design/methodology/approach
Data were collected from streamers' esports content streaming viewers over 18 years of age using an online survey in Amazon M-Turk (N = 307). Based on past esports live-streaming weekly watching hours, which range from 1 to 45 h, the participants were divided into lower (n = 152) and higher (n = 155) frequency groups. PLS-SEM and bootstrapping techniques were used to test the moderated mediation relationships among the constructs.
Findings
This study found a negative moderating effect of past watching experience on the relationship between attitudes and behavioral intention, and it positively moderated the path between perceived behavioral control and behavioral intention. Also, it was found statistically significant direct impacts of streamer identification (STI) and esports game identification (EGI) on attitude and subjective norms. While the indirect impact of STI on behavioral intention through attitude was statistically significant, there were no significant indirect impacts of EGI on attitude and behavioral intention through subjective norms.
Originality/value
Theoretically, this study extends the TPB model by exploring the two identifications (i.e. streamers and esports games) as antecedents of the focal TPB factors (i.e. attitudes, subjective norms and perceived behavioral control) and the moderating effect of prior experience based on high/low weekly watching frequencies. Practically, content creators of esports live-streaming and live-streaming platform managers can use the study’s findings to develop strategies to nurture their current and future viewership.
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Maowei Xu, Bo Li, Olan K.M. Scott and Jerred Junqi Wang
This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims…
Abstract
Purpose
This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.
Design/methodology/approach
The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.
Findings
The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.
Originality/value
The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.
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Patricia R. Todd and Joanna Melancon
The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of…
Abstract
Purpose
The overall purpose of this study is to investigate and gain a better understanding of perceptions of source credibility and consumer motivation to view live-stream broadcasts. Of particular interest is gender differences based on the gender of the broadcaster and viewer.
Design/methodology/approach
Data were collected using an online survey from 998 respondents. As the preliminary examination technique, t-tests were used.
Findings
There are significant differences based on whether a viewer of a live broadcast is watching a source of the same gender or a different gender in source credibility. Viewing same vs opposite sex broadcasters may indicate motivation to engage with the live-video content. There are significant gender differences outcome variables of interest to live broadcasters.
Research limitations/implications
The context investigated was a single live-streaming provider.
Practical implications
The findings provide a start to understanding the differences in perceptions and motivations for watching live-stream broadcasters. This will aid marketers and broadcasters using live-stream formats on a variety of platforms in developing better content and building a more engaged viewing community. This research represents an important step in quantifying unexplored differences in gender perceptions of the source of live broadcasts that ultimately could impact not only the success of the broadcaster but also brands endorsed by these broadcasters.
Originality/value
This research is among the first to explore source effects and motivation in the live video context.
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Kim-Lim Tan, Ivy S.H. Hii, Xin-Jean Lim and Caroline Y.L. Wong
Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis…
Abstract
Purpose
Drawing on the stimulus-organism-response (SOR) model, this study examines how live-streaming shopping influences purchase intentions in young consumers. The multigroup analysis is applied to understand the similarities and differences of factors that trigger purchase intentions among buyers and non-buyers in live-streaming shopping.
Design/methodology/approach
A snowball sampling was used to collect data from 507 Chinese consumers between June and September 2022 using Wenjuanxing, i.e., an online survey platform in China. The data was analyzed using the partial least squares method of structural equation modeling.
Findings
The findings revealed that amongst the three relational bonds, social and structural bonds were positively associated with trust, whereas financial bonds had no significant relationship with trust. This implies that while price discount might not have any significant relationship with trust, the social interactions that college students have with the live-streamers and their products build trust, which in turn translates to purchasing decisions. Comparing buyers and non-buyers, the results support that buyers have a higher level of trust in live-streaming shopping than non-buyers. This is indicative of the authentic and immersive experiences enjoyed by consumers in live streaming that generate structural bonds and foster stronger connections (relational bonds), thereby establishing trust.
Originality/value
This study is one of the first empirical studies targeting college students as participants in live streaming. These findings are expected to provide actionable insights to streamers especially in converting non-buyers to buyers in live-streaming broadcast.
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Fangfang Hou, Zhengzhi Guan, Boying Li and Alain Yee Loong Chong
The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming.
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.
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Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This…
Abstract
Purpose
Nowadays, more and more Chinese consumers purchase luxury goods on live streaming platforms. However, the existing literature rarely focuses on this emerging phenomenon. This article attempts to construct a theoretical model based on the perceived value theory to explain this phenomenon.
Design/methodology/approach
In total, 354 online questionnaires are collected, and the partial least square structural equation model is used to analyze the model empirically.
Findings
The results show that consumers' perceived luxury values (financial value, functional value, individual value and social value) have a significant and positive effect on customer engagement, which further leads to purchase intention.
Originality/value
In view of fact that there is a big difference between luxury goods and nonluxury goods, yet the existing literature rarely distinguishes between luxury goods and nonluxury goods in the context of live streaming shopping, this article attempts to use perceived value theory to examine consumers' luxury purchase intentions in live streaming shopping and explores whether customer engagement is a mediating mechanism of perceived luxury values that influences purchase intention in live streaming.
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Wooyoung William Jang, Kevin K. Byon, Thomas A. Baker III and Yosuke Tsuji
Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live…
Abstract
Purpose
Recently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]).
Design/methodology/approach
Data (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.
Findings
The model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.
Originality/value
This study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.
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Benjiang Lu, Ding Wu and Ruijing Zhao
Gifting is a typical monetization strategy for live streaming platforms to motivate providers’ live content contribution. However, research regarding the factors that affect…
Abstract
Purpose
Gifting is a typical monetization strategy for live streaming platforms to motivate providers’ live content contribution. However, research regarding the factors that affect individuals’ gifting intention is still at an infant stage. Therefore, this study aims to investigate the factors that affect individuals’ gifting intention during live streaming.
Design/methodology/approach
The authors build a model to uncover the factors that affect individuals’ gifting intention from a streamer–content perspective, and the hypotheses are largely validated by online survey data through structural equation model analysis.
Findings
Individuals’ perceived attractiveness of the streamers is significantly and positively associated with gifting intention for leisure-related live streaming, whereas individuals’ perceived similarity with the streamers is significantly and positively associated with gifting intention for leisure-related and non-leisure-related live streaming. For live content-related factors, the individuals’ perceived utilitarian value of content is significantly and positively associated with gifting intention for non-leisure-related live streaming, whereas the individuals’ perceived hedonic value is significantly positively associated with gifting intention for leisure-related live streaming. Perceived symbolic value is insignificantly associated with gifting intention for neither type of live streaming.
Originality/value
The research is an original work and significantly contributes to live streaming and PWYW literature, and the findings derived from this study can guide live streaming platforms to regulate individuals’ gifting intentions/behaviors better.
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Mian Yan, Alex Pak Ki Kwok, Alan Hoi Shou Chan, Yu Sheng Zhuang, Kang Wen and Kai Chao Zhang
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests…
Abstract
Purpose
E-commerce live streaming is a new influencer advertising method that allows influencers to interact directly with consumers on e-commerce platforms. Although evidence suggests that influencer live-streaming advertisements (ads) on social media can increase consumers’ buying impulses, little research examined how this similar but new advertising method on e-commerce platforms may influence consumers’ urge to buy impulsively. This study explores the role of influencer credibility, celebrity effect, perceived entertainment, trust and perceived usefulness on consumers’ attitudes toward influencer ads and their urge to buy impulsively.
Design/methodology/approach
A questionnaire containing seven constructs was developed and distributed to participants using a convenient sample and snowball sampling approach. The constructs were measured based on validated measurement items from the literature and adjusted according to this study’s focus. A total of 236 valid responses were obtained from the survey and used for data analysis. A partial least squares structural equation modeling approach was employed for parameter estimation and model testing.
Findings
The empirical results show that all constructs influenced consumers’ urge to buy impulsively via attitude toward influencer ads. The proposed research model explains 61.7% of the variance in attitude toward influencer ads and 19.4% of the urge to buy impulsively.
Originality/value
This is an early study investigating the relationship between influencer advertising and impulse buying. The results provide valuable insights into improving the design of influencer ads and marketing strategies.
Highlights
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
I-eIB model tests the mechanism of influencer ads on consumers’ buying impulse.
Consumers’ attitude towards influencer ads affects their urge to buy impulsively.
Influencer credibility affects consumer attitude via celebrity effect as a mediator.
Trust affects consumer attitude via perceived usefulness as a mediator.
Entertaining ads help develop favorable consumer attitude.
Details