The effects of gratifications, flow and satisfaction on the usage of livestreaming services

PurposeThis study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.Design/methodology/approachThe proposed model was empirically evaluated using survey data collected from 304...

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Bibliographic Details
Published in:Library hi tech Vol. 41; no. 3; pp. 729 - 748
Main Authors: Hsu, Chin Lung, Lin, Judy Chuan-Chuan
Format: Journal Article
Language:English
Published: Bradford Emerald Publishing Limited 11.07.2023
Emerald Group Publishing Limited
Subjects:
Audiences
Entertainment
Flow theory
Gratification
Influence
Information technology
Internet
Motivation
Satisfaction
Services
Smartphones
Sociability
Social interaction
Social networks
Streaming media
Theory
User behavior
Flow theory
Uses and gratifications theory
Continuance
Telepresence
Livestreaming services
Satisfaction
ISSN:0737-8831, 2054-166X
Online Access:Get full text
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Summary:PurposeThis study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.Design/methodology/approachThe proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.FindingsThe results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.Originality/valueThe study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.
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ISSN:0737-8831
2054-166X
DOI:10.1108/LHT-02-2021-0069