Audiences’ Motives for Watching Live Video Streaming

Abstract

Due to the popularity and low cost of rapid mobile internet connection, livestreaming service is now booming. Some of these users who provide live video shows to the public are famous and known as vloggers or YouTube celebrities. The content of the live show is diverse. Some YouTubers broadcast video of their computer screen when playing an online game; others cook, work out, or put on makeup on camera. Nearly anything from one's daily life is fair game. The abundant live video streaming content attracts youngsters as well as adults. To understand the viewers' motivation for watching live video streaming, this study used a self-reporting online questionnaire survey. A total of 374 responses were received and analyzed to ascertain the motives of viewing live video streaming. Based on the empirical survey results, we propose a motivation of YouTuber model composed of four motive categories: leisure, celebrity worship, social connection, and voyeurism. These four categories can be divided into eight motives, including passing time, entertainment, relaxation, celebrity identification, vicarious participation, companionship, social interaction, and voyeurism.

Exploring the motivating factors for using live‐streaming and their influence on consumers' hedonic well‐being: The mediating effect of psychological engagement

“…The results of the multimethod approach provided casual relationships through a structural analysis and empirically present configuration solutions to achieve high hedonic well‐being. Existing studies in the live‐streaming usage motivation literature have mostly adopted the SEM approach to posit sufficient individual effects of live‐streaming usage motivations (Camilleri & Falzon, 2021; Wang & Chou, 2020). However, this study's additional asymmetric approach (FsQCA) reveals that live‐streaming usage motivations are necessary to increase hedonic well‐being but are independently insufficient.…”