Online users' behaviours and behavioural intentions with reference to live streaming : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy at Massey University, Albany, New Zealand
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Date
2021
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Massey University
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Abstract
Live streaming, as a new medium, allows users to participate in real-time interaction. It has attracted a large number of online users, and become a new social commerce venue and lucrative business, especially in China where the live streaming industry is growing explosively and is the largest in the world. This thesis aims to comprehensively investigate users’ behaviours and behavioural intentions in live streaming through both qualitative and quantitative approaches using the Chinese live streaming as an example.
This thesis contains four studies to investigate from both streamers’ and viewers’ aspects. Firstly, we conducted two qualitative studies to investigate users’ online behaviours in the social commerce practice in live streaming by exploring how streamers attract viewers (Chapter 2) and encourage gifting (Chapter 3). Novel multiple triangulation was used, including data source triangulation and methodological triangulation. Through multiple triangulation, three behaviours for viewer attraction and four behaviours for gifting encouragement were identified. These two chapters help to comprehensively understand streamers’ online behaviours in this new form of social commerce.
Next, we conducted two quantitative studies to explore why viewers continue to watch streams (Chapters 4 and 5). Based on expectation-confirmation theory (ECT), in Chapter 4, we modified the post-acceptance model of information system continuance and re-defined the constructs in a structural equation model of predictors of continuance intention of watching live streams. Chapter 4 successfully connects intention and continuance intention of watching, and integrates disparate understandings of viewers’ watching behaviours.
To solve the deficiencies identified in current ECT-based models and further increase the explanation of variance in continuance intention of watching, in Chapter 5, we proposed a value-based continuance intention model (V-ECM), which theoretically extends ECT-based studies by including a process of overall practical assessment between users’ perceived benefits and perceived sacrifices. V-ECM appears to be a better model for explaining users’ continuance intention in the stream-watching context. Also, V-ECM could be used broadly in online and/or technology-related fields.
Overall, this thesis comprehensively investigates both streamers’ and viewers’ behaviours and behavioural intentions in live streaming. Insights from this thesis can improve the design, functions and marketing within live streaming platforms. Also, this thesis provides strong foundations for further online behaviour studies, for example, stream-watching addiction.
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Keywords
Live streaming, Consumer behavior, China