Live Streaming Services

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    Users’ Emotional Attachments to Internet Celebrities: Based on the Perspective of Extended-self
    ( 2019-01-08) Hsieh, Pei-shan ; Ou, Junmin ; Xu, Jialin
    Although previous researcher has focused on the use of social media between celebrities and fans from the use and gratification perspective, knowledge on why users stick with live streaming is limited. Therefore, the authors propose that sticking with live streaming reflects a strong connection between celebrities and users. We define emotional attachment as the strength of the cognitive and emotional bond connecting the celebrities with the self. Consequently, in this study, we adopt attachment theory to investigate users’ tendency to stick with live streaming from the extended-self perspective. The findings of this study fully support the hypotheses specifying the relationships between constructs. Emotional attachment was influenced by gratifying the self, enriching the self and enabling the self, and which in turn are strong predictors of users’ stickiness intention. The current research contributes to the further expansion of social media research and applied attachment theory into the live streaming context.
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    Play, Playbour or Labour? The Relationships between Perception of Occupational Activity and Outcomes among Streamers and YouTubers
    ( 2019-01-08) Törhönen, Maria ; Hassan, Lobna ; Sjöblom, Max ; Hamari, Juho
    The increasing digitalization and gamification of different aspects of our lives has blurred the line between what we consider work and play. Therefore, our productivity may increasingly depend on how we negotiate and view our occupations and work. Through an online survey (n=382), this study examines the relationship between the perception of online video content creation as either work, play or equally as both, and the activities and income of these video content creators (streamers and YouTubers). The results indicate that those who view their content creation as work had the highest levels of activity and income, whereas those who associated their content creation with play, earned more income than those who regard their content creation equally as play and work. The results demonstrate the emergence of new forms of digital entrepreneurial practices in the work-oriented group, but also the highlight the increasing workification of our play activities.
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    Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations
    ( 2019-01-08) Cai, Jie ; Wohn, Donghee Yvette
    In this paper, we introduce live streaming commerce– e-commerce integrated with real-time social interaction via live streams. Using a uses and gratifications framework, we identified four motivations (enjoyment of interaction, substitutability of personal examination, need for community, and trend setting) related to live streaming commerce, and explored relationships between motivations and behavioral intentions in three different scenarios: general watching scenario, product search scenario, and internet celebrity scenario. Results showed that substitutability of personal examination was associated with the general watching scenario and product search scenario, while enjoyment of interaction was associated with the internet celebrity scenario. Trend setting was associated with all scenarios but need for community was insignificant with all scenarios. Design implications based on results are discussed for future live streaming commerce system development.
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    What Drives Streamers? Users’ Characteristics and Motivations on Social Live Streaming Services
    ( 2019-01-08) Zimmer, Franziska ; Scheibe, Katrin
    With platforms such as YouNow, Periscope and Ustream, a new type of social networking services (SNSs) became popular, namely general social live streaming services (SLSSs). SLSSs combine Live-TV and social media, leading to video-based social computing. In the empirical part of the paper, we are going to answer three research questions: (1) What are the motivations of the streamers? (2) Is there a relation between motivations and streamed contents? (3) Do gender-specific and generational differences in motivation exist? As research methods, we worked with the systematic observations and content analysis of live online videos (N = 7,667).
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    Introduction to the Minitrack on Live Streaming Services
    ( 2019-01-08) Fietkiewicz, Kaja ; Stock, Wolfgang