Impact of the propensity to cross-cultural adaptation on online viewers' attitudes toward ethnic minority group cultural streaming: An extension of the theory of planned behaviour

Although more and more ethnic minority group (EMG) users are willing to present cultural content on live streaming platforms and advertise cultural products, the influence of their cultural content is still weak compared to mainstream culture. To narrow the research gap, it is essential for the current study to analyse online viewers' intention to watch EMGs' cultural content. This paper extends the Theory of Planned Behaviour (TPB) model based on the cross-cultural adaptation theory. It adds the propensity to cross-cultural adaptation factor and cross-cultural adaptation factor, aiming to clearly explain online viewers' psychological changes. The data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS- SEM) supports that the propensity to cross-cultural adaptation positively affects online viewers' cross-cultural adaptation. Meanwhile, the cross-cultural adaptation will positively influence online viewers' attitudes towards EMG cultural streaming, motivate their watching intention, and drive their final behavioural responses. More findings are uncovered via the importance-performance map analysis (IPMA), and the cross-cultural adaptation factor has significantly high performance and importance for online viewers’ watching intention.