Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China

Fangfang Hou, Zhengzhi Guan, Boying Li, Alain Yee Loong Chong

Research output: Journal PublicationArticlepeer-review

74 Citations (Scopus)
15 Downloads (Pure)

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.

Original languageEnglish
Pages (from-to)141-163
Number of pages23
JournalInternet Research
Volume30
Issue number1
DOIs
Publication statusPublished - 27 Apr 2020

Keywords

  • Consumption intention
  • Interactivity
  • Live streaming
  • Social status display
  • Stimuli

ASJC Scopus subject areas

  • Communication
  • Sociology and Political Science
  • Economics and Econometrics

Fingerprint

Dive into the research topics of 'Factors influencing people’s continuous watching intention and consumption intention in live streaming: Evidence from China'. Together they form a unique fingerprint.

Cite this