Yu-Hsin Chen, Min-Cing Chen and Ching-Jui Keng
This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live…
Abstract
Purpose
This study aimed to develop and validate an online live streaming perceived servicescape (OLSPS) scale that can help platform service providers to develop strategies for new live streaming channel promotions.
Design/methodology/approach
This study conceptualized the construct of OLSPS and the four-phase procedure of the 66-item OLSPS scale development, including item generation, item purification, scale validation, measure application and testing of hypotheses. It also provided a research framework to assess audiences' cognition and behavioral intention, and an online survey on 420 live streaming users (social platforms, n = 210; native platforms, n = 210) was conducted.
Findings
This study developed and validated a 35-item OLSPS scale with eight dimensions. The results of the empirical model showed that OLSPS is positively correlated with the audiences' cognition and behavioral intention. Furthermore, parasocial interaction experience showed a positive moderation on channel trust.
Originality/value
This study is a pioneering effort to develop and validate an OLSPS scale. The results could be helpful for researchers in building OLSPS and for managers in assessing and promoting users' acceptance of online live streaming platforms.
Details
Keywords
Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia and Albert H. Huang
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental…
Abstract
Purpose
Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.
Design/methodology/approach
The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.
Findings
The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.
Originality/value
This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.