Audiences’ Motives for Watching Live Video Streaming

  • Chih-Chien Wang Graduate Institute of Information Management, National Taipei University
  • Feng-Sha CHOU Department of Business Administration, National Taipei University
Keywords: Live video stream, Web live show, YouTuber, Vlogge, Internet celebrity

Abstract

Due to the popularity and low cost of rapid mobile internet connection, live-streaming service is now booming. Some of these users who provide live video shows to the public are famous and known as vloggers or YouTube celebrities. The content of the live show is diverse. Some YouTubers broadcast video of their computer screen when playing an online game; others cook, work out, or put on makeup on camera. Nearly anything from one’s daily life is fair game. The abundant live video streaming content attracts youngsters as well as adults. To understand the viewers’ motivation for watching live video streaming, this study used a self-reporting online questionnaire survey. A total of 374 responses were received and analyzed to ascertain the motives of viewing live video streaming. Based on the empirical survey results, we propose a motivation of YouTuber model composed of four motive categories: leisure, celebrity worship, social connection, and voyeurism. These four categories can be divided into eight motives, including passing time, entertainment, relaxation, celebrity identification, vicarious participation, companionship, social interaction, and voyeurism.

Author Biographies

Chih-Chien Wang, Graduate Institute of Information Management, National Taipei University
Pro. Chih-Chien Wang is currently a professor in the Graduate Institute of Information Management, National Taipei University. He has authored and co-authored several textbooks and one hundred journal and conference papers. His research interests are in the areas of fake news, anti-spammer, electronic commerce, internet marketing, cyber society, and online behavior.
Feng-Sha CHOU, Department of Business Administration, National Taipei University
Feng-Sha Chou (Corresponding author) is currently a Ph.D. student in the Department of Business Administration, National Taipei University. Her research interests are in the areas of electronic commerce, consumer behavioral, and new product marketing.
Published
2020-02-11
How to Cite
Wang, C.-C., & CHOU, F.-S. (2020). Audiences’ Motives for Watching Live Video Streaming. Contemporary Management Research, 15(4), 273-285. https://doi.org/10.7903/cmr.20058
Section
Management issues in Electronic commerce and mobile commerce