Open Access Journal Article

Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective

by Lifu Li a,* orcid Kyeong Kang a orcid  and  Osama Sohaib b orcid
a
School of Professional Practice and Leadership, University of Technology Sydney, Sydney, Australia
b
School of Business, American University of Ras Al Khaimah, Ras al Khaimah, United Arab Emirates
*
Author to whom correspondence should be addressed.
Received: 3 March 2023 / Accepted: 6 April 2023 / Published Online: 17 April 2023

Abstract

The paper focuses on younger online viewers’ motivation to watch video game live streaming on live streaming platforms. Unlike existing scholars, it analyses younger online viewers’ watching motivation through a positive perspective and draws on the Play-Others-Downtime theory (P-O-D theory) and the motivation theory to establish the research model. By analysing 397 samples based on the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), the results present that younger viewers’ entertainment, social and leisure purposes positively affect their watching motivation. Control variables (i.e., gender, education background, and income level) demonstrate insignificant effects across the model. Considering the influence of the COVID-19 pandemic, watching video game live streaming is essential entertainment and social activities for younger adults. Future studies should identify the positive impact of video game live streaming and guide younger viewers to participate appropriately in this activity.


Copyright: © 2023 by Li, Kang and Sohaib. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
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ACS Style
Li, L.; Kang, K.; Sohaib, O. Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective. Journal of Economic Analysis, 2023, 2, 25. https://doi.org/10.58567/jea02020004
AMA Style
Li L, Kang K, Sohaib O. Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective. Journal of Economic Analysis; 2023, 2(2):25. https://doi.org/10.58567/jea02020004
Chicago/Turabian Style
Li, Lifu; Kang, Kyeong; Sohaib, Osama 2023. "Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective" Journal of Economic Analysis 2, no.2:25. https://doi.org/10.58567/jea02020004
APA style
Li, L., Kang, K., & Sohaib, O. (2023). Analysing younger online viewers’ motivation to watch video game live streaming through a positive perspective. Journal of Economic Analysis, 2(2), 25. https://doi.org/10.58567/jea02020004

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