Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework

By Mu Hu, Mingli Zhang, Yu Wang. Computers in Human Behavior, 2017

612 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/28420fc6e3bcb00114ec39ca10492bba3128da7e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Chao-Hsing Lee
2. Sohail S. Chaudhry
3. Jen-Her Wu
4. Mingyao Hu
5. Chien-Wen David Chen

In Sociology and Political Science

1. Nora Anders
2. Chao-Hsing Lee
3. Cheng Luo
4. Sohail S. Chaudhry
5. Fang Qin
6. Jen-Her Wu
7. Min Zhang
8. G. Alan Wang

Citations in the corpus

• What Drives Consumer Shopping Behavior in Live Streaming Commerce (2020, background): “Live streaming commerce provides a range of opportunities for viewers to communicate and socialize with the streamer [Hu et al. 2017].”
• You Watch, You Give, and You Engage: A Study of Live Streaming Practices in China (2018, background): “[10] did attempt to understand why users kept watching on live streaming platforms, and found that self-identification with the broadcaster and viewing group increased the motivation to keep watching.”
• Enhancing consumer engagement in e-commerce live streaming via relational bonds (2020, background): “In general, a typical live streaming activity for selling products involves a broadcaster uploading the real-time video to demonstrate different perspectives of the products and encourage the audience to purchase them (Hu et al. , 2017; Wongkitrungrueng and Assarut, 2018).”
• Parasocial interactions with real and virtual influencers: The role of perceived similarity and human-likeness (2022, background): “Finally, it stands to reason that the heightened hedonic enjoyment among viewers would go along with stronger future viewing intentions (Hu et al., 2017; Wulf et al., 2021): H4 .”
• Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “In general, a typical live streaming activity for selling products involves a live streamer demonstrating different perspectives of the products and encouraging the audience to purchase them [5,15].”
• The impact of live video streaming on online purchase intention (2020, background): “…effectiveness of LVS platform interaction (Hamilton et al., 2014; He, 2013; Li & Lo, 2015), and engagement motivations of LVS games (Bründl & Hess, 2016; Haimson & Tang, 2017; Hu et al., 2017; Sjöblom & Hamari, 2017), few studies have investigated the effectiveness of LVS as a marketing strategy.”
• A Study on the Impact of Linguistic Persuasive Styles on the Sales Volume of Live Streaming Products in Social E-Commerce Environment (2021, background): “E-commerce live streaming is a new model of social e-commerce, which has developed rapidly due to its unique advantages of interactivity, intuition, and entertainment [20,21].”