Influences of Source Characteristic, Motivation to Watch, and Parasocial Relationship with Game Streamers on Livestreaming Game Viewers' Consuming Behavior
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Abstract
This survey study is aimed to investigate: 1) source characteristics, motivation to watch, parasocial relationships and live-streaming game viewers’ consuming behavior, and 2) their influences on viewers’ consuming behavior. Online questionnaires were used to collect data from 1) 201 participants, aged 18 – 35 years old, having followed James Room Facebook pages during the past three months, and having watched live-streaming game at least four times a month, and 2) 300 participants, aged 18 – 35 years old, having followed Heartrocker Facebook pages during the past three months, and having watched live-streaming game at least four times a month. The findings showed that source characteristics, motivation to watch, parasocial relationship and viewers’ consuming behavior for James Room and Heartrocker pages were significantly different. Parasocial relationships played the most important factor on viewers’ sense of community, subscription intention, donation intention and purchase intention for both James Room and Heartrocker pages.
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