Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework

Hu, Mu; Zhang, Mingli; Wang, Yu

doi:10.1016/j.chb.2017.06.006

Cited by 384 publications

(316 citation statements)

References 63 publications

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“…As a new social interaction platform, live streaming has developed rapidly since 2015, and provides a method to promote online sustainable product consumption [3]. Specifically, as live streaming carriers, live platforms such as YouTube Live, Twitch, and Periscope consist of a streamer, a scene and substance, and public audio and video content, which draw an audience's attention through whether psychological ownership and purchase impulses can play a synchronous and chain mediating role in the direct effect of the live platform exterior design and on further consumers' impulse purchase, and whether the chain mediating effect of psychological ownership and purchase impulse is different from the individual mediating effect.…”

Section: Introductionmentioning

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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Section: Introductionmentioning

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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“…Despite recent research efforts on the broader topic of social video content and consumer behaviour (especially in Asia) [43,51], relatively little is still known about consumer behaviour related to gaming video content and video games. Research related to the consumption of gaming video content has primarily focused on the motivations to consume said content [8,10,12,14,37,47] and the social behaviour related to gaming video content [12].…”

Section: Previous Research and Consumer Behaviour 221 View Play Anmentioning

confidence: 99%

“…The data for this study was collected through an online survey (N=845) and the study analyses the effect of three genres of gaming video content: let's play, review, and esports, chosen for the analysis due to their popularity among consumers, their commercial potential and influence and their presence on the video sharing platforms [27,31,34]. The analytical model is based on previous understanding of gameplay behaviour [3,9,45,49,50], game video content consumption [8,10,11,12,14,37] and previous understanding of consumer behaviour [13,21,29].…”

Section: Introductionmentioning

confidence: 99%

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

Törhönen¹,

Sjöblom²,

Vahlo³

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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Consuming live-streamed or pre-recorded gaming video content through video sharing services such as YouTube and Twitch has become a significant aspect of the modern gaming and online media culture. Although it has been argued that watching such content may replace some first-hand gaming activities, it has also been argued that consuming gaming video content may further increase both gaming activities and purchases related to gaming. This study provides the first empirical evidence on how the consumption of three popular types of gaming video content (game reviews, let's plays and esports) affect the gameplay activity and game related purchasing behaviour and therefore extends our knowledge about digital consumer behaviour and its latest forms. Results indicate that all three forms of gaming video content have a positive association with time spent playing games. Moreover, gaming video consumption, especially the consumption of review video content, is positively associated with game purchasing behaviour.

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“…Lottridge et al [18] studied the live streaming practices and motivations of teens, highlighting that teens were streaming like taking a long-form selfie, showing one's self and life, to engage with small group of friends. Work by Hu et al [10] did attempt to understand why users kept watching on live streaming platforms, and found that self-identification with the broadcaster and viewing group increased the motivation to keep watching. Haimson et al [7] studied what makes live events engaging by comparing Facebook Live and Snapchat Live Stories.…”

Section: General Live Streamingmentioning

confidence: 99%

You Watch, You Give, and You Engage

Xia

Heo

et al. 2018

Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems

181

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Despite gaining traction in North America, live streaming has not reached the popularity it has in China, where livestreaming has a tremendous impact on the social behaviors of users. To better understand this socio-technological phenomenon, we conducted a mixed methods study of live streaming practices in China. We present the results of an online survey of 527 live streaming users, focusing on their broadcasting or viewing practices and the experiences they find most engaging. We also interviewed 14 active users to explore their motivations and experiences. Our data revealed the different categories of content that was broadcasted and how varying aspects of this content engaged viewers. We also gained insight into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.

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Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework

Cited by 384 publications

References 63 publications

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

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

View, Play and Pay? – The Relationship between Consumption of Gaming Video Content and Video Game Playing and Buying

You Watch, You Give, and You Engage

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