What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement
What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement
Chia-Chen Chen,Yi-Chen Lin
2018 · DOI: 10.1016/j.tele.2017.12.003
Telematics and informatics · 670 Citations
TLDR
This study uses path analysis to test the relationships with attitude, perceived value and watching intention to understand the influential factors and channels that induce audiences to watch live-streaming events and proposes four key factors: flow, entertainment, social interaction, and endorsement.