Exploring the Factors Influencing the Viewers’ Intention to Subscribe to Video Game Live Streaming: Using social support and subjective welling-being perspectives

Live streaming has become a core service developed by social media platforms. Video game live streaming (VGLS)—streamers use live streaming to broadcast their real-time game playing—has been regarded as one of the most innovative business models. However, how game streamers can obtain a stable income source by attracting viewers’ intention to subscribe to their VGLS channels is still unclear. Based on the Social Support Theory and subjective well-being (SWB) perspective, this research proposed that compared to non-live streaming videos, real-time interaction between streamers and viewers during broadcasting is VGLS platforms’ core feature, which might enhance viewers’ perceptions of social support and SWB. Drawing on Theory of Reasoned Action, the aim of this study is to explore the influences of social support and SWB on viewers’ intention to subscribe to VGLS. The results showed that viewers could perceive the informational, emotional, and instrumental supports through the received information provided by streamers and the real-time interaction with streamers, which further improves viewers’ SWB. In addition, the results found that SWB is an essential mediator in the relationships between the three types of social supports and the VGLS attitude. The result also revealed that the VGLS attitude and SWB could enhance the VGLS subscription intention. This research highlighted the vital roles of social supports and SWB in boosting the VGLS subscription intention. Finally, this research provided suggestions for streamers to conduct live streaming and social media platforms to manage the broadcast services.