期刊
COMPUTERS IN HUMAN BEHAVIOR
卷 108, 期 -, 页码 -出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2020.106327
关键词
Live-streaming games; Parasocial relationship; Wishful identification; Emotional engagement; Social cognitive theory; Behavioral loyalty
资金
- Hallym University [HRF-201811-007]
Grounded in Bandura's (2001) social cognitive theory of mass communication and Giles' (2002) model of parasocial relationship (PSR) development, the current research examines how a viewer's wishful identification with an online video game streaming personality and emotional engagement with other viewers lead to behavioral loyalty through PSR with their favorite live-streamer. To test the proposed mediation model, the researchers conducted a survey using a representative sample drawn from a national panel of a professional survey firm in South Korea. Results of a mediation analysis employing structural equation modeling reveal that both wishful identification and emotional engagement have indirect effects on behavioral loyalty through PSR. Put another way, a viewer's likeliness to continue viewing a live-streaming game increase as the viewer develops stronger PSR. The current research also demonstrates that wishful identification and engagement with others/streamers develop into PSR, as suggested by Giles' PSR development model.
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