Virtual Interactions and Sports Viewing on Social Live Streaming Platform : The Role of Co-Creation Experiences, Platform Involvement, and Follow Status
This study deciphers the underlying mechanism by which virtual interactions influence sports viewing on a social live streaming (SLS) platform. Survey data was collected from 741 viewers who watched Thursday Night Football (TNF) co-streaming on Twitch and analyzed via Partial least squares structural equation modeling (PLS-SEM), multigroup analysis (PLS-MGA), and PLS-MGA based importance-performance map analysis (IPMA). We identified distinct effects of virtual interactions on co-creation experiences and platform involvement, which served as serial mediators, and in turn, engendered intentions to watch TNF co-streaming. Viewers’ follow status was found to moderate the impacts of co-creation experiences and platform involvement on watching intentions. Our study explores the interconnections between S-D logic and SIT, expounding how virtual interactions may impact sports viewing in the SLS service ecosystem. The findings shed light on the means of fostering an interactive environment conducive to co-creating meaningful experiences and developing lasting relationships in synchronous social media
Year of publication: |
2022
|
---|---|
Authors: | Qian, Tyreal Yizhou ; Seifried, Chad |
Publisher: |
[S.l.] : SSRN |
Saved in:
freely available
Saved in favorites
Similar items by person
-
Qian, Tyreal Yizhou, (2023)
-
The sport industry in growing economies : critical issues and challenges
Zhang, James J., (2018)
-
Luo, Lei, (2021)
- More ...