scholarly journals Factors Influencing Viewing Behavior in Live Streaming: An Interview-Based Survey of Music Fans

2020 ◽  
Vol 4 (3) ◽  
pp. 50
Author(s):  
Minjeong Ham ◽  
Sang Woo Lee
Keyword(s):  
Social Presence ◽  
Online Survey ◽  
Interpersonal Relationship ◽  
Live Streaming ◽  
Viewing Time ◽  
South Korean ◽  
Relationship Motivation ◽  
Factors Influencing ◽  
Streaming Service ◽  
The Relationship

V Live is a live-streaming service made by South Korean IT company in August 2015. The service provides diverse video contents specific to entertainment content. Most of V Live users are K-pop fans, and they actively express emotions on V Live content by writing comments, pressing “hearts”, and sharing video content. Based on Uses and Gratifications theory, this study investigated why people use live streaming service, and the factors influencing users’ viewing behavior in live streaming. We conducted an in-depth interview with V Live users. Based on the results of the interview, an online survey was conducted. As a result, six factors—“Interpersonal relationship motivation”, “Social presence motivation”, “Celebrity support motivation”, “Celebrity presence motivation”, “Social interaction motivation”, and “Differentiation motivation”—were derived as motivations to use V Live. While “Social presence motivation” and “Differentiation motivation” among V Live use motivations that have been shown to mediate the relationship between fans’ fanship and V Live viewing time, all motivations using V Live have been shown to mediate the relationship between fans’ fanship and V Live viewing participation.

scholarly journals Factors Affecting the Popularity of Video Content on Live-Streaming Services: Focusing on V Live, the South Korean Live-Streaming Service

2020 ◽  
Vol 12 (5) ◽  
pp. 1784 ◽  
Author(s):  
Minjeong Ham ◽  
Sang Woo Lee
Keyword(s):  
Live Streaming ◽  
Cumulative Number ◽  
Video Content ◽  
Factors Affecting ◽  
South Korean ◽  
Key Characteristics ◽  
Quality Video ◽  
Streaming Service ◽  
High Quality Video ◽  
Production Company

Naver V Live, a South Korean live-streaming service, showcases video contents specific to the entertainment industry, such as K-pop and music. On V Live, K-pop stars and their fans can interact directly in a natural way, and V Live provides high-quality video content with novel topics. This study has identified key characteristics of video content that affect its popularity. A total of 620 video contents of five leading Star channels were classified on the basis of production company, type of video content, and whether it was live-streamed or not. The popularity of video content was measured by the number of comments, hearts, and views. To control potential bias, additional variables were set as control variables—such as the number of channel subscribers, mini-album sales, if the video content was previewed, and cumulative number of days since the video content was uploaded. For analysis, a hierarchical linear regression was conducted. The findings suggest future directions in video content planning.

Mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wooyoung William Jang ◽  
Kevin K. Byon ◽  
Thomas A. Baker III ◽  
Yosuke Tsuji
Keyword(s):  
Online Survey ◽  
Measurement Model ◽  
Mediating Effect ◽  
Media Consumption ◽  
Live Streaming ◽  
Content Type ◽  
Five Dimensions ◽  
New Type ◽  
And Gender ◽  
The Relationship

PurposeRecently, Jang and Byon (2020) found that esports recreational gameplay consumption is causally linked to esports online media consumption. In the context of esports, live-streaming content (by individual creators) is a new type of media consumption, which should be distinguished from esports event broadcast. Extending Jang and Byon’s finding, the purpose of this study is to examine the mediating effect of esports content live streaming in the relationship between esports recreational gameplay and esports event broadcast because it allows the games to be more accessible to viewers due to two-way communication. In order to test for stability of the mediating effect of esports live content streaming, we examined the hypothesized model across the three genres (i.e. imagination [n = 224], physical enactment [n = 195], sport simulation [n = 179]).Design/methodology/approachData (N = 598) were collected via an online survey from individuals who had experienced esports recreational gameplay. A total of 15 items with five dimensions (i.e. esports recreational gameplay, esports content live streaming, esports event broadcast, streamer identification, and pro-player identification) were adapted from existing studies. The two identification constructs and gender were used as control variables.FindingsThe model fit of the measurement model was found to be acceptable via CFA. The results of SEM indicated that the intention of esports content live streaming consumption played a full mediation role in the relationship between esports recreational gameplay behavior and the intention of esports event broadcast consumption. Additionally, we found the mediating effect of esports content live streaming across the three genres.Originality/valueThis study contributes to literature related to the esports consumer behavior by conceptualizing esports content live streaming and found that esports content live streaming represents a mechanism that underlies the relationship between esports recreational gameplay intention and esports event broadcast consumption.

scholarly journals Using Virtual Gifts on Live Streaming Platforms as a Sustainable Strategy to Stimulate Consumers’ Green Purchase Intention

2020 ◽  
Vol 12 (9) ◽  
pp. 3783 ◽  
Author(s):  
Qiulai Su ◽  
Fei Zhou ◽  
Yenchun Jim Wu
Keyword(s):  
Social Presence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Analysis Data ◽  
Equation Model ◽  
Live Streaming ◽  
Psychological Outcome ◽  
Self Monitoring ◽  
Marketing Model ◽  
The Relationship

As the use of live-stream marketing by corporations to sell products is increasing, the sustainability of this marketing model has been a controversial topic in recent years. In this study, we propose that live-stream marketing can be used as a sustainable strategy to improve the relationship between customers and the companies endorsed by broadcasters. Based on signal theory and the framework of “affordance--psychological outcome--consumer behavior”, this study answers the question from the perspective of virtual gift visibility, and finds that social presence and self-esteem serve as mediators, and self-monitoring personality as a moderator, of the relationship between online visibility of virtual gifts and green purchasing. Our research model was tested using structural equation model analysis. Data were collected from 552 users of Chinese live streaming platforms in China, and it was found that online gift visibility of live-stream marketing can be used as a sustainable strategy to stimulate customers’ purchase intention. Social presence is a full mediator of the relationship between the online visibility of virtual gifts and green purchases. Furthermore, self-monitoring personality moderates the relationships among the online visibility of virtual gifts, social presence, and green purchase intention. Our research not only extends the understanding of online gifts as a link between consumers and broadcasters, but also clarifies the process of how online gifts lead to green purchase intention.

Communicating in a different culture: Identifying acculturative stress among international students in South Korea

2016 ◽  
Vol 11 (3) ◽  
Author(s):  
Jinbong Choi ◽  
Wonjun Chung
Keyword(s):  
International Students ◽  
South Korea ◽  
Acculturative Stress ◽  
Online Survey ◽  
Social Supports ◽  
Social Resources ◽  
Communication Intervention ◽  
Psychological Resources ◽  
South Korean ◽  
The Relationship

Using online survey data obtained from a total of 174 international students from outside Asia currently attending six universities in South Korea, this study tested hypotheses regarding the relationship between acculturative stress and depression, and the roles of social resources (e.g. social supports from the host country) and psychological resources (e.g. selfesteem and locus of control) in moderating the nature of the stress–depression relation. It was found that international students who reported that they had experienced acculturative stress, mainly due to language barriers and the perception of academic dissimilarities, had higher depression levels than those who reported fewer or no such experiences. This study also revealed a three-way interaction of all variables on depression, indicating that both social and psychological resources played moderating roles in diminishing the strength of the relationship between acculturative stress and depression. Based on those findings, it is argued that more proactive, culturally sensitive communication intervention efforts at South Korean colleges are needed to help the growing numbers of international students cope with acculturative stress and mental illness, which they often encounter in a new culture and education.

scholarly journals Can “Live Streaming” Really Drive Visitors to the Destination? From the Aspect of “Social Presence”

SAGE Open ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 215824402110066
Author(s):  
Wenkun Zhang ◽  
Yanan Wang ◽  
Tao Zhang
Keyword(s):  
Social Presence ◽  
Structural Equation ◽  
Structural Equation Models ◽  
Empirical Studies ◽  
Destination Image ◽  
Live Streaming ◽  
Tourism Management ◽  
Streaming Technology ◽  
The Relationship

The combination of live-streaming technology and tourism is an important development in the evolution of tourism experiences. Research on live-streaming tourism is becoming popular, but empirical studies on the relationship between live streaming and travel intention remain underexplored. The aim of this article is to determine whether live streaming has an impact on travel intention. This article collects 614 questionnaires and uses structural equation models (SEMs) to test the relevant hypotheses. This study makes some contributions to the literature on live-streaming tourism. First, it explains the relationship between live streaming and travel intention from the perspective of social presence: The presence of a destination image, the presence of an interaction, and the presence of production can effectively improve people’s trust and, in return, influence their travel intention. Second, this article verifies the role of trust in tourism management. This article is one of the earliest studies on the relationship between live streaming and travel intention, which has significance for the development of tourism management–related theories and practical management.

Relationship of Love, Affect and Wellbeing

2014 ◽  
Vol 2 (1) ◽  
Author(s):  
Dr. Thiyam Kiran Singh ◽  
Aastha Dhingra
Keyword(s):  
Positive Affect ◽  
Positive Emotions ◽  
Positive Relationship ◽  
Interpersonal Relationship ◽  
Significant Positive Relationship ◽  
Young Females ◽  
Close Friendship ◽  
Major Facilitator ◽  
Relationship Of ◽  
The Relationship

Love is more than a close friendship. It acts as a major facilitator of interpersonal relationship. Love is positive in nature and leaves a positive affect on every individual. An individual in love not only feels positive but spreads positivity around. They smile, be kind to other people, behave compassionately with everyone. If the person is happy then he is likely to be psychologically and emotionally healthy. The current study aimed at understanding the relationship between love, affect and wellbeing among young females aged between 20-25 years. The study reported a significant positive relationship between love and positive affect with the significant correlation of 0.29 at 0.05 levels (p<0.05). It was also found a significant positive relationship between love and wellbeing with the significant correlation of 0.58 at 0.01 level (p<0.01). This means that people in love experience positive emotions and healthy wellbeing. The correlation between love and negative affect came out to be insignificant. The correlation turned out to be -0.13. This means that people in love do not experience negative emotions.

Income or Culture? Examining the Determinants of Subjective Wellbeing in an International Sample

2019 ◽  
Author(s):  
Siddharth Garg
Keyword(s):  
Online Survey ◽  
Subjective Wellbeing ◽  
Regression Coefficient ◽  
Marginal Utility ◽  
Economic Class ◽  
Income Groups ◽  
Significant Difference ◽  
The World ◽  
Diminishing Marginal Utility ◽  
The Relationship

Objective: The aim of this paper was to examine the relationship between income, subjective wellbeing, and culture among people from a higher socio-economic class across the world. Rationale: Ed Diener proposed the law of diminishing marginal utility as an explanation for differences in subjective wellbeing among different income groups across different countries (Diener, Ng, &amp; Tov, Balance in life and declining marginal utility of diverse resources, 2009). Thus, people with higher incomes would experience less subjective wellbeing due to income, and culture should emerge as a significant predictor. Method: Data from this study came from another study (https://siddharthgargblog.wordpress.com/2019/07/14/love-for-money/). I used an online survey to collect data on annual income in US dollars, subjective wellbeing (WHO-5), and country of residence (Indicator of Culture). 96 responses (Indians = 24, Foreigners = 72) were entered in IBM SPSS and a regression analysis was conducted. The raw dataset used in this study can be found at https://doi.org/10.6084/m9.figshare.8869040.v1Results: ANOVA showed a significant difference (p &lt; 0.05) between Indians and foreigners on levels of subjective wellbeing. Linear regression shows the regression coefficient of culture to be significant (Beta = -.254, p = .014) but the regression coefficient of income was not found to be significant. The overall model was found to explain 8.2% of the variance in wellbeing.Conclusion: The sample of this study is too small to make any kind of generalization; it does lend a little bit of support to the idea of diminishing marginal utility of income on subjective wellbeing and provides a rationale for further research.

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