KOREASCHOLAR

PARASOCIAL RELATIONSHIP, IDENTIFICATION AND INTENTION TO SUBSCRIBE AND DONATE LIVE-STREAMERS: A PERSPECTIVE OF SOCIAL MOTIVATIONAL MODEL

Ching-Lun Chen, Annie Pei-I Yu, Hee Jung Park
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422282
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.286-291
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Drawing from the uses and gratification theory (UGT), the study intends to investigate audiences’ motivation to watch Livestream and its influence on subscription and donation. The roles of viewers’ parasocial relationships and identification with live streamers were also examined. The results also indicate the presence of a mediation effect.

Keyword
Parasocial RelationshipsLive-Streaming BehaviourSocial MotivationalModelIntention To SubscribeIntention To Donate
Author
  • Ching-Lun Chen(National Chung Cheng University, Taiwan)
  • Annie Pei-I Yu(National Chung Cheng University, Taiwan)
  • Hee Jung Park(Northern Michigan University, United States of America)