Jia Xiaoyun, Pang Yan, Huang Bingqi, Hou Feng
School of Politics and Public Administration, Institute of Governance, Shandong University, Qingdao, China.
School of Mathematical and Computational Sciences, Massey University, Auckland, New Zealand.
Front Psychol. 2023 Mar 1;14:1073301. doi: 10.3389/fpsyg.2023.1073301. eCollection 2023.
Live stream-watching has become increasingly popular worldwide. Consumers are found to watch streams in a continuous manner. Despite its popularity, there has been limited research investigating why consumers continue to watch streams. Previously, the expectation-confirmation theory (ECT) has been widely adopted to explain users' continuance intention. However, most current ECT-based models are theoretically incomplete, since they only consider the importance of perceived benefits without considering users' costs and sacrifices. In this paper, we propose a intention model (called V-ECM), and use it to investigate factors influencing consumers' continuance intention to watch streams.
Our hypotheses were tested using an online survey of 1,220 consumers with continuance stream-watching experiences.
Results indicate that perceived value, a process of an overall assessment between users' perceived benefits and perceived sacrifices, is proved to be a better variable than perceived benefits in determining consumers' continuance watching intention. Also, compared with other ECT-based models, V-ECM is a more comprehensive model to explain and predict consumers' continuance intention.
V-ECM theoretically extends ECT-based studies, and it has potential to explain and predict other continuance intentions in online or technology-related contexts. In addition, this paper also discusses practical implications for live streaming platforms with regards to their design, functions and marketing.
观看直播在全球范围内越来越受欢迎。研究发现消费者会持续观看直播。尽管直播很受欢迎，但对于消费者持续观看直播的原因，相关研究却很有限。此前，期望确认理论（ECT）已被广泛用于解释用户的持续使用意愿。然而，目前大多数基于ECT的模型在理论上并不完善，因为它们只考虑了感知收益的重要性，而没有考虑用户的成本和牺牲。在本文中，我们提出了一个持续使用意愿模型（称为V-ECM），并用它来研究影响消费者持续观看直播意愿的因素。
我们通过对1220名有持续观看直播经验的消费者进行在线调查来检验我们的假设。
结果表明，感知价值，即用户感知收益与感知牺牲之间的整体评估过程，在决定消费者持续观看意愿方面被证明是一个比感知收益更好的变量。此外，与其他基于ECT的模型相比，V-ECM是一个更全面的模型，用于解释和预测消费者的持续使用意愿。
V-ECM在理论上扩展了基于ECT的研究，并且有潜力解释和预测在线或技术相关背景下的其他持续使用意愿。此外，本文还讨论了直播平台在设计、功能和营销方面的实际意义。
