Abstract
In this study, we divide various behaviors of live-streaming viewers into non-creating, contributing and money-support three levels to exploring the influencing factors of live-streaming viewers’ participation intention. Streamers being the source of information in the virtual live-streaming room, their traits or the messages they transmitted deeply affect the viewers’ psychological state and behaviors that the viewers may act on the live-streaming platform. In addition, since the interactive mode of live-streaming program is that the streamer needs to face a large number of viewers in the same time, which means there is almost no direct interaction between the streamer and the viewers. The viewers only mostly imagine the interactive relationship between the two parties. In summary, we investigate the interaction of source credibility model, para-social interaction, cognitive load and the consequent outcome of participation intention for live-streaming platforms.
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Items for measurement | ||
|---|---|---|
Non-creating participation | NP1 | I may pay attention to every move from the streamer during live-streams |
NP2 | I may check out individual information of the streamer on the live-stream platform | |
NP3 | I may carefully browse the streamer’s conversations with other viewers | |
NP4 | I may support the streamer through pressing like buttons (e.g. heart, emojis, follow) | |
Contributing participation | CP1 | I may interact with the streamer through commenting |
CP2 | I may share links to live-streams of the streamer on my social platform profiles | |
CP3 | I may share links to live-streams of the streamer to my friends to express my support | |
CP4 | I may share everything I see about the streamer on chats towards him/her (e.g. his/her billboard advertisements, online videos of his/her endorsement, news about him/her) | |
Money participation | MP1 | If the streamer decides to raise funds, I will donate money to him/her |
MP2 | I may donate to the streamer to support his/her continuing streaming in the future | |
MP3 | I may donate to the streamer to approve his/her previous hard works | |
MP4 | I may give the streamer virtual gifts to express my appreciation towards him/her | |
Items for measurement | |
|---|---|
When I am watching the streamer’s live-stream, I feel that… | |
PS1 | He/she notices me |
PS2 | He/she knows me being here |
PS3 | He/she knows that I notice him/her |
PS4 | He/she knows that I am following him/her |
PS5 | He/she knows that I respond to him/her directly |
PS6 | He/she makes responds to me directly |
Items for measurement | |
|---|---|
TW1 | I consider the streamer always treat me honestly |
TW2 | I consider the streamer a person I can trust |
TW3 | I consider the streamer always treat me straight |
TW4 | I think that the streamer never tries to mislead me |
Items for measurement | |
|---|---|
PA1 | I think that the streamer is good-looking |
PA2 | I think that physical appearance of the streamer is charming |
PA3 | I think the streamer may be considered physically attractive |
PA4 | I think the streamer may be commonly considered beautiful/handsome/elegant/strong |
Items for measurement | |
|---|---|
When I am watching the streamer live streaming and using some functions on live-stream platform (e.g. commenting, pressing heart button, sharing, donating, and sending gifts). | |
CL1 | It does not take me extra hard work |
CL2 | It is not really a trouble for me |
CL3 | I do not feel nervous because of this |
CL4 | I do not think it is a hard thing to do |
Items for measurement | |
|---|---|
ET1 | I think the contents that the streamer talks about is very informative |
ET2 | I think the contents that the streamer talks about is very professional |
ET3 | I think the streamer is very experienced with the contents that he/she talks about |
ET4 | Compared with other streamers, I think the streamer knows a lot about the contents that he/she talks about |
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Yang, SC., Feng, TT., Wang, YH. (2019). Exploring the Influencing Factors of Live-Streaming Viewers’ Participation Intention from the Perspective of Source Credibility Model and Cognitive Load - An Example of Mobile Device Users. In: Lin, JW., Ting, IH., Tang, T., Wang, K. (eds) Multidisciplinary Social Networks Research. MISNC 2019. Communications in Computer and Information Science, vol 1131. Springer, Singapore. https://doi.org/10.1007/978-981-15-1758-7_7
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