A multi-model approach for the extension of the use and gratification theory in video game streaming

IF 4.9 3区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Xiao-Yu Xu, Syed Muhammad Usman Tayyab, Qingdan Jia, Albert H. Huang
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Abstract

Purpose Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context. Design/methodology/approach The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT. Findings The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link. Originality/value This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.
视频游戏流媒体中使用与满足理论扩展的多模型方法
视频游戏流媒体(VGS)正在成为一种非常受欢迎、高度互动、订阅量巨大且非常动态的数字媒体形式。结合VGS中的环境因素、满足和用户预先存在的态度,本文提出了一个用于预测新技术背景下用户行为的使用和满足理论扩展模型(EUGT)的发展。由于其受欢迎程度、互动性和相关性,所提出的模型在VGS环境中进行了实证测试。采用结构方程模型(SEM)对308名VGS用户的数据进行评估。采用多模型比较技术评价EUGT的解释能力。研究结果证实了决定VGS观众参与的三种重要元素,包括满足感(如参与)、环境线索(如媒介吸引力)和用户倾向(如预先存在的态度)。结果表明,新兴技术为新的动机和满足提供了潜在的机会,并强调了在满足-使用联系中,预先存在的态度作为中介的重要性。独创性/价值本研究是解决对UGT认为媒体用户过于理性或活跃的批评的同类研究之一。这项研究通过考虑环境对用户行为的影响来实现这一目标,这在最近的UGT研究中基本上被忽视了。此外,通过将用户既存态度纳入UGT框架,本研究通过一种新颖的VGS多模态方法概念化并实证验证了EUGT更高的解释力。与其他竞争模型相比,EUGS对用户行为提供了更可靠的解释。该研究结果对UGT、VGS和用户参与的文献有贡献。
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来源期刊
Information Technology & People
Information Technology & People INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
8.20
自引率
13.60%
发文量
121
期刊介绍: Information Technology & People publishes work that is dedicated to understanding the implications of information technology as a tool, resource and format for people in their daily work in organizations. Impact on performance is part of this, since it is essential to the well being of employees and organizations alike. Contributions to the journal include case studies, comparative theory, and quantitative research, as well as inquiries into systems development methods and practice.
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