期刊
COMPUTERS IN HUMAN BEHAVIOR
卷 75, 期 -, 页码 594-606出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2017.06.006
关键词
Live video streaming; Social identity theory; Parasocial interaction; Self-congruity; Co-experience
资金
- National Natural Science Foundation of China [71272018]
Live video streaming has been a global economic and social phenomenon in recent years. Many streaming platforms such as Twitch and YouTube Live have been founded and demonstrated unprecedented growth across the world. Yet, researchers have paid insufficient attention to understanding the massive participation behavior exhibited by live video streaming audiences. Based on social identity theory, this paper aims to explain audiences' continuous watching behavior intention via a dual identification framework including identifications with streaming broadcasters and audience groups. Analysis of data collected from two live streaming platforms in mainland China indicates that audiences' identification with broadcasters and audience groups are positively associated with their continuous watching intention. Broadcaster identification is driven by individual experience including experience of parasocial interaction, actual and ideal self-congruity, whereas group identification is enhanced by co-experience consisting of participation, cognitive communion, and resonant contagion. In addition, live streaming genres partially moderate the impact of identification on continuous watching intention. Theoretical and practical implications as well as limitations and suggestions for future research are provided. (C) 2017 Elsevier Ltd. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据