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

作者：

Highlights：

• We studied users' continuance intention on live streaming platforms.

• Broadcaster identification and group identification increase continuance intention.

• Parasocial interaction and self-congruity increase broadcaster identification.

• Co-experience among audiences increases group identification.

• Streaming genres moderate the effects of identifications on continuance intention.

摘要

•We studied users' continuance intention on live streaming platforms.•Broadcaster identification and group identification increase continuance intention.•Parasocial interaction and self-congruity increase broadcaster identification.•Co-experience among audiences increases group identification.•Streaming genres moderate the effects of identifications on continuance intention.

论文关键词：Live video streaming,Social identity theory,Parasocial interaction,Self-congruity,Co-experience

论文评审过程：Received 7 December 2016, Revised 4 June 2017, Accepted 5 June 2017, Available online 6 June 2017, Version of Record 12 June 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.06.006