了解影响观众在Twitch上观看视频游戏直播意愿的因素:PLS-SEM和NCA的结合使用

Q2 Computer Science

First Monday Pub Date : 2023-05-07 DOI:10.5210/fm.v28i5.12644

K. Koay, Jian Yi Teoh, M. Cheung

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引用次数: 1

摘要

本研究旨在提出并测试计划行为理论(TPB)和使用与满足理论(U&G)的集成模型，以了解观众在Twitch上观看视频游戏直播的意图。数据从207 Twitch用户收集和分析使用偏最小二乘结构方程模型(PLS-SEM)和必要条件分析(NCA)。从PLS-SEM结果来看，态度和主观规范对意向有显著的正向影响。然而，感知行为控制对意向没有显著影响。此外，娱乐和信息寻求对态度有显著的正向影响，但社会化没有显著的影响。根据NCA结果，态度和感知行为控制是意向的必要条件。此外，娱乐和信息寻求被认为对态度有必要的影响。主观规范和社会化分别对意向和态度没有必要的影响。本研究首次基于TPB和U&G理论的综合视角，使用充分性(PLS-SEM)和必要性(NCA)逻辑，调查了影响观众观看Twitch视频游戏直播意愿的因素。

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Understanding factors influencing viewers’ intention to watch video game live streaming on Twitch: Combined use of PLS-SEM and NCA

This study aims to propose and test an integrated model of the theory of planned behaviour (TPB) and uses and gratifications theory (U&G) to understand viewers’ intention to watch video game live streaming on Twitch. Data are collected from 207 Twitch users and analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). Based on the PLS-SEM results, attitudes and subjective norm have a significant positive influence on intention. However, perceived behavioural control does not have a significant influence on intention. Furthermore, entertainment and information seeking have a significant positive influence on attitudes, but socialisation has no significant influence. According to the NCA results, attitudes and perceived behavioural control are the necessary conditions for intention. Moreover, entertainment and information seeking are identified to have necessary effects on attitudes. Subjective norm and socialisation are found to have no necessary effects on intention and attitudes, respectively. This study is the first to investigate the factors that influence viewers’ intention to watch video game live streaming on Twitch based on an integrated perspective of the TPB and U&G theory using the sufficiency (PLS-SEM) and necessary (NCA) logics.

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来源期刊

First Monday Computer Science-Computer Networks and Communications

CiteScore

2.20

自引率

0.00%

发文量

期刊介绍： First Monday is one of the first openly accessible, peer–reviewed journals on the Internet, solely devoted to the Internet. Since its start in May 1996, First Monday has published 1,035 papers in 164 issues; these papers were written by 1,316 different authors. In addition, eight special issues have appeared. The most recent special issue was entitled A Web site with a view — The Third World on First Monday and it was edited by Eduardo Villanueva Mansilla. First Monday is indexed in Communication Abstracts, Computer & Communications Security Abstracts, DoIS, eGranary Digital Library, INSPEC, Information Science & Technology Abstracts, LISA, PAIS, and other services.