| dc.description.abstract | In the recent years, a number of audiences are watching channels through live
streaming platform, and the development of live-stream service has increased rapidly.
As the phenomenon of social live stream service (SLSS) has been a global economic,
audiences’ behaviors are likely to change. Based on the Flow theory and TAM, this
paper aims to address the motivating factors affecting on audiences’ behavioral
intention toward SLSS. The researchers applied partial least squares equation modeling
on online survey questionnaires of 369 participants. Our results show that the constructs
from both Flow and TAM theories have a significant impact audiences’ behavior on
usage intention. This study contributes to future studies on live streaming as well as
development of the live-stream industry.
Key words: Live-stream, Flow theory, TAM theory, entertainment, endorsement,
co-experience. | en_US |
