Understanding factors influencing viewers’ intention to watch video game live streaming on Twitch
Combined use of PLS-SEM and NCA
Datos Bibliográficos
| ID | 9744896 |
|---|---|
| Autores | Kian Yeik Koay (0000-0002-6268-161X, Sunway University), Jian Yi Teoh, J Y L Teoh (Sunway University), Man Lai Cheung (0000-0003-0320-1134, Hang Seng University of Hong Kong) |
| Año | 2023 |
| Fecha de publicación | 2023-05-07 |
| Peer Reviewed | Sí |
| Open Access | Sí |
| Tipo | ARTICLE |
| Revista | First Monday (JOURNAL) |
| Identificadores de la revista | ISSN: 1396-0458 • E-ISSN: 1396-0466 |
| Editorial | University of Illinois Libraries (PUBLISHER) |
| DOI | 10.5210/fm.v28i5.12644 |
| OpenAlex | W4375868218 |
| Idioma | EN |
| Citas recibidas | 1 |
| Referencias citadas | 3 |
This study aims to propose and test an integrated model of the theory of planned behaviour (TPB) and uses and gratifications theory (U&G) to understand viewers’ intention to watch video game live streaming on Twitch. Data are collected from 207 Twitch users and analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). Based on the PLS-SEM results, attitudes and subjective norm have a significant positive influence on intention. However, perceived behavioural control does not have a significant influence on intention. Furthermore, entertainment and information seeking have a significant positive influence on attitudes, but socialisation has no significant influence. According to the NCA results, attitudes and perceived behavioural control are the necessary conditions for intention. Moreover, entertainment and information seeking are identified to have necessary effects on attitudes. Subjective norm and socialisation are found to have no necessary effects on intention and attitudes, respectively. This study is the first to investigate the factors that influence viewers’ intention to watch video game live streaming on Twitch based on an integrated perspective of the TPB and U&G theory using the sufficiency (PLS-SEM) and necessary (NCA) logics
Advertising · Business · Entertainment · Human–computer interaction · Political science · Structural equation modeling · Technology Acceptance Model · Theory of planned behavior · Usability · Applied Psychology · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Psychology · Technology Adoption and User Behaviour · Artificial Intelligence
| Obras citantes distintas | 1 |
|---|---|
| Citas por año | 0,5 |
| Intervalo de citas | 2024 - 2024 (1) |
| Velocidad de citación | recent |
| Altamente citado | No |