Investigating factors influencing viewers' continued participation in live streaming: from a socio-technical perspective
by Ting Zhu; Yaobin Lu; Sumeet Gupta
International Journal of Mobile Communications (IJMC), Vol. 23, No. 3, 2024

Abstract: Live streaming, as a new media, enables viewers to interact with broadcasters or other viewers during live video and co-create video with others. The ease of broadcasting increase competition and hence difficulty in viewer retention. Therefore, this study aims to investigate viewers' continuous intention to actively participate in a live feed broadcast using a combination of socio-technical perspective and commitment-trust theory. Based on structural equation modelling and a sample of 439 participants, the results reveal that social and technical features influence affective commitment and identification trust, which in turn affects the viewer future co-creation behaviour. The results will be useful for broadcasters as well as platform providers. Theoretical and managerial implications are discussed.

Online publication date: Fri, 05-Apr-2024

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