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Understanding consumers' continuance intention to watch streams: A value-based continuance intention model.

Xiaoyun Jia1,2, Yan Pang3, Bingqi Huang4

  • 1School of Politics and Public Administration, Institute of Governance, Shandong University, Qingdao, China.

Frontiers in Psychology
|March 20, 2023
PubMed
Summary
This summary is machine-generated.

Perceived value, considering both benefits and sacrifices, better predicts continued live stream watching than just benefits. The proposed value-based continuance intention model (V-ECM) offers a more comprehensive explanation for user engagement.

Keywords:
ECTV-ECMbehavioral intentioncontinuance intention of watchinglive streamingpost-adoption behavior

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Area of Science:

  • Consumer Behavior
  • Information Systems
  • Media Studies

Background:

  • Live stream-watching is globally popular, yet research on user continuance intention is limited.
  • Existing models, like expectation-confirmation theory (ECT), are incomplete by omitting user costs and sacrifices.

Purpose of the Study:

  • To propose and test a value-based continuance intention model (V-ECM) for live stream watching.
  • To investigate factors influencing consumers' intention to continue watching live streams.

Main Methods:

  • An online survey was conducted with 1,220 consumers who have experience watching live streams.
  • Hypotheses were tested using the collected survey data.

Main Results:

  • Perceived value, an assessment of benefits versus sacrifices, is a stronger predictor of continuance intention than perceived benefits alone.
  • The V-ECM model demonstrates greater comprehensiveness in explaining and predicting user continuance intention compared to other ECT-based models.

Conclusions:

  • The V-ECM model theoretically extends ECT research and can be applied to other technology-related continuance intentions.
  • Findings offer practical insights for live streaming platforms regarding design, functionality, and marketing strategies.