Factors affecting attachment behaviours, cognitive and emotional evaluations on Facebook live streams
by Van Kien Pham
International Journal of Web Based Communities (IJWBC), Vol. 20, No. 1/2, 2024

Abstract: The research trend of live streams has become increasingly popular in recent years. Therefore, the study aimed to investigate the factors of live streaming platforms that successfully stimulate consumers to generate corresponding behavioural responses. The stimulus-organism-response model was used as a theoretical background. With a sample of 324 online consumers, the study attempted to investigate the relationships among the constructs. The findings showed that stimuli, (e.g., live streamers' professional ability, relationship connection with consumers, and social presence of the live streaming environment) have a significant influence on the organism, (e.g., cognitive and emotional evaluation of live streamers), and thus consumers' responses (e.g., emotional and merchant attachment behaviours). Furthermore, this study found that the live broadcast platform's pre-factors and the live broadcaster's cognitive and emotional evaluations positively and significantly impact their attachment behaviour. The findings provide information to improve their live streaming platforms and businesses.

Online publication date: Thu, 15-Feb-2024

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