A Uses and Gratification Theory Based Study on the Influence of Extrinsic Motivation, Intrinsic Motivation and Gratification on Consumers’ Behavioral Intention in Webcasting

Abstract

. Online live streaming is currently a powerful tool, and its surge has attracted great attention from marketing practitioners and scholars. This study aims to explore the impact of internal and external motivations of behavioral intention on consumer participation in online live streaming and the mediating role of gratification. This study collected 220 valid questionnaires from consumers and analyzed the data using Smart PLS 3.0 software. The methodology used in this paper was to search literature reviews from databases on topics related to live steaming, uses and gratification theory, shopping motivation and behavioral intention. Research has found that external and internal motivation positively affect consumers' behavioral intentions in online live streaming, and gratification plays a mediating role between internal and external motivation and consumer behavioral intentions. The results of this study not only contribute to a theoretical understanding of consumer behavior in online live streaming, but also help practitioners adjust strategies based on different consumer motivations and preferences, ultimately promoting the growth of the live streaming economy.