Title: Investigating factors influencing viewers' continued participation in live streaming: from a socio-technical perspective

Authors: Ting Zhu; Yaobin Lu; Sumeet Gupta

Addresses: School of Management, South-Central Minzu University, Wuhan, 430074, China ' School of Management, Huazhong University of Science and Technology, Wuhan, 430074, China ' Department of Operations and Systems, Indian Institute of Management, Raipur, 492001, India

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.

Keywords: live streaming; co-creation; socio-technical perspective; commitment-trust theory; the honeycomb framework of social media.

DOI: 10.1504/IJMC.2024.137768

International Journal of Mobile Communications, 2024 Vol.23 No.3, pp.344 - 375

Received: 20 Jun 2021
Accepted: 23 Mar 2022
Published online: 05 Apr 2024 *

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