Live Streaming Commerce: Uses and Gratifications Approach to Understanding Consumers’ Motivations

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

Interpersonal Relations and Social Actions on Live Streaming Services. A Systematic Review on Cyber-social Relations

This article provides a systematic review on interpersonal relations and social actions on live streaming services as, for instance, Twitch, Chaturbate, YouNow, or Taobao Live. Are those relations social, parasocial, or is there another specific kind of relation? Based on 77 articles, we give a short bibliometric overview and discuss interactions on live streaming services, social actions of streamers, social actions of viewers, shopping relations on live streaming services, and the streamers’ and viewers’ intentions to continuous actions leading (also supported by elements of gamification) the audience to a kind of stickiness towards individual streams, streamers, and services. Due to highly interactive communication between audience and broadcasters and among the viewers, social actions on live streaming services take a middle position between social and parasocial relations and―concerning shopping―also a middle position between physical event-shopping and ordering on an e-commerce platform. They form a new human-human relation, which we name “cyber-social relation.

Passive, Active, or Co-Active? The Link Between Synchronous User Participation and Willingness to Pay for Premium Options

Social media-enabled business models have transformed the content industry. To increase users’ willingness to pay (WTP), many of today’s content providers have changed from mere content provision towards offering social content experiences. Recent research has confirmed that users’ participation activities, e.g. commenting on content, increase the WTP for social content services’ premium options. So far, social content has been available predominantly on-demand, only allowing asynchronous user participation. Recently, social live content services emerged, which facilitate synchronous user participation and enable so-called co-active behavior. With this study, we conceptualize co-active behavior as the interplay between users while co-experiencing content together, and empirically show that co-active behavior has a stronger effect on WTP for premium options than the classic forms of passive and active behavior. Our work provides theoretical contributions on the WTP for social content as well as implications for the management of social content services

Live Streaming: Its Relevant Concepts and Literature Review

Live streaming is a new form of social applications involving video content, consumption and real-time human interaction to facilitate users’ ability to interact with each other. Despite the increasing popularity of live streaming and its influence on business and society, relatively little research has been conducted to understand what we know and what we need to know about it. Therefore, a systematic review of the existing literature was carried out to synthesize the research findings. Accordingly, we systematically reviewed 133 useable papers published across 52 academic journals and 10 conferences with regards to research trends, topics, methodology, and contexts. This study offers a thorough understanding of current practices in live streaming, which may help businesses to better realize their live streaming deployment objectives

When a Pandemic Enters the Game: The Initial and Prolonged Impact of the COVID-19 Pandemic on Live-Stream Broadcasters on Twitch

The global COVID-19 pandemic has accelerated the popularity of video games and online-gaming platforms. However, little research is devoted to understanding how the pandemic has affected gamers, especially live-stream broadcasters. Therefore, our study aimed to evaluate the impact the COVID-19 pandemic has had on established streamers on Twitch. By using a longitudinal time-series design and focusing on a large sample (N = 23,019) of broadcasters, we were able to determine the initial as well as prolonged effects of the pandemic on their streaming behavior. Our results suggest that the pandemic was a game changer for the target group, especially in regard to their choice of game settings and their focus on non-gaming content. Relating the data obtained from the target group of established streamers to the general platform data, we discuss the pandemic-related platform dynamics

When a Pandemic Enters the Game: The Initial and Prolonged Impact of the COVID-19 Pandemic on Live-Stream Broadcasters on Twitch

The global COVID-19 pandemic has accelerated the popularity of video games and online-gaming platforms. However, little research is devoted to understanding how the pandemic has affected gamers, especially live-stream broadcasters. Therefore, our study aimed to evaluate the impact the COVID-19 pandemic has had on established streamers on Twitch. By using a longitudinal time-series design and focusing on a large sample (N = 23,019) of broadcasters, we were able to determine the initial as well as prolonged effects of the pandemic on their streaming behavior. Our results suggest that the pandemic was a "game changer" for the target group, especially in regard to their choice of game settings and their focus on non-gaming content. Relating the data obtained from the target group of established streamers to the general platform data, we discuss the pandemic-related platform dynamics

Appropriating Play: Examining Twitch.tv as a Commercial Platform

This thesis critically analyzes Twitch.tv, a gaming-oriented, online live-streaming site. Viewing the site as a ‘lean platform’ (Srnicek, 2017), it analyzes many aspects of Twitch’s business operations, including ownership structure, video game industry affiliations, use of data, and the monetization of user activity. This analysis then identifies three major areas of concern arising from these operations: the tendency toward monopolization in the gaming industry and its peripheral activities; the intensification of audience commodification; and, the tendency to turn professional streamers into precarious creative labourers. All of these implications point to a growing need for concerted labour organization. The goal of this thesis is to address gaps in the existing literature about Twitch and to provide a foundation for future critical inquiries into the site