Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective

Zhao, Qun; Chen, Chun-Der; Cheng, Ho-Wen; Wang, Jinlong

doi:10.1016/j.tele.2017.12.018

Cited by 169 publications

(134 citation statements)

References 52 publications

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“…Of these, social interaction was also found to have a positive association with the average time invested weekly on content creation, and has been observed to motivate these activities in previous research (see, e.g. Bründl and Hess, 2016;Zhao et al, 2018) and on other social media channels (Matikainen, 2015;Pai and Arnott, 2013;Sjöblom and Hamari, 2017). The importance of social Content on video platforms interaction (relatedness) as a motivator in social video creation may not be surprising as the activity is highly social in nature, but the multifaceted aspects of social interaction require further examination.…”

Section: The Social Hedonists Of Video Content Creationintrinsic Motimentioning

confidence: 60%

“…Previous research on social video content creation has indicated similarities in motivations driving video content production and distribution on different digital platforms (Bründl and Hess, 2016;Lottridge et al, 2017;Zhao et al, 2018). However, drawing on the approach of the SDT, there is a lack of understanding as to whether these increasingly professionalised activities are more prominently motivated by intrinsic or extrinsic motivations.…”

Section: Research Model and Hypothesismentioning

confidence: 99%

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Fame and fortune, or just fun? A study on why people create content on video platforms

Törhönen

Sjöblom

Hassan

et al. 2019

INTR

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Purpose -The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour. Design/methodology/approach -The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling. Findings -The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.Originality/value -This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

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Section: The Social Hedonists Of Video Content Creationintrinsic Motimentioning

confidence: 60%

Section: Research Model and Hypothesismentioning

confidence: 99%

Fame and fortune, or just fun? A study on why people create content on video platforms

Törhönen

Sjöblom

Hassan

et al. 2019

INTR

View full text Add to dashboard Cite

show abstract

“…As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6].…”

mentioning

confidence: 99%

“…Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6].…”

mentioning

confidence: 99%

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Gong

et al. 2020

Sustainability

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The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.The growing popularity of live platforms has also had certain effects on the existing marketing methods and user buying behavior of companies [7]. Data show that in 2017, 48 percent of internet users in the USA watched live streaming at least once a week [8]. As suggested by a report from the China Internet Information Center, the number of live streaming users in mainland China reached a total of 433 million in June 2019, making up 50.7% of China's entire internet population. With such a considerable number of users, live platforms have started reshaping marketing channels and enhancing marketing effects. The global live streaming market was predicted to expand from US$30.29 billion in 2016 to US$70.05 billion by 2021 [9]. During the "618" period in 2019, Taobao's live streaming led to commodity sales worth CNY13 billion. Compared with the conventional marketing channels, live platforms have a more thorough impact on consumers' purchasing behavior. Thus, since live streaming is such a novel and powerful marketing tool, the questions of whether consumers engage in impulse buying after being exposed to live streami...

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“…The practices of LSV communities could be indictive of how LSV users behave and examination of such behaviors could be beneficial for the growth of other live content mediums such as interactive television communities [13]. Zhao et al [14], as such, investigated what motivates users to continue broadcasting content on a platform like Twitch and found that performance expectancy and website attractiveness influence users' broadcast intentions.…”

Section: Introductionmentioning

confidence: 99%

Live Streaming Video E-commerce: Examining the Operational Strategies

Ram¹,

Xu²

2019

JESA

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Live Streaming Video (LSV) is a new form of social media-based entertainment business which is rapidly growing in popularity. Yet little research exists on the operations/strategies of LSV businesses. Thus, the purpose of this study is to investigate 'what operational strategies does the companies implement in developing their clientele and market share in LSV marketplace?' The study conducted qualitative semi-structured interviews with key executives in LSV businesses, and interviews data were content analyzed. The results show that: (1) LSV companies develop their operational strategy in four aspectsproduct, promotion, pricing and distribution; (2) LSV companies benefit from the common video content of e-sports matches and Games, but this commonality has some negative effects because it may shift the market power from the LSV platforms to users; and (3) LSV companies that leverage network effect by offering 'Danmu' system-type of online chatting during streaming of video, gift system and hire famous anchors consolidate their market presence. Theoretically, the study provides evidence of a new operational approach that interfaces marketing elements and offers insights into some key strategies for LSV business development. Managerially, the study identifies practical strategies to enhance decision making for entering and sustaining operations in emerging LSV markets.

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Determinants of live streamers’ continuance broadcasting intentions on Twitch: A self-determination theory perspective

Cited by 169 publications

References 52 publications

Fame and fortune, or just fun? A study on why people create content on video platforms

Fame and fortune, or just fun? A study on why people create content on video platforms

The Effects of Live Platform Exterior Design on Sustainable Impulse Buying: Exploring the Mechanisms of Self-Efficacy and Psychological Ownership

Live Streaming Video E-commerce: Examining the Operational Strategies

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