Understanding consumers' continuance intention to watch streams: A value-based continuance intention model
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Date
2023-03-01
Open Access Location
Journal Title
Journal ISSN
Volume Title
Publisher
Frontiers Media S.A.
Rights
(c) 2023 The Author/s
CC BY 4.0
CC BY 4.0
Abstract
INTRODUCTION: Live stream-watching has become increasingly popular worldwide. Consumers are found to watch streams in a continuous manner. Despite its popularity, there has been limited research investigating why consumers continue to watch streams. Previously, the expectation-confirmation theory (ECT) has been widely adopted to explain users' continuance intention. However, most current ECT-based models are theoretically incomplete, since they only consider the importance of perceived benefits without considering users' costs and sacrifices. In this paper, we propose a value-based continuance intention model (called V-ECM), and use it to investigate factors influencing consumers' continuance intention to watch streams.
METHODS: Our hypotheses were tested using an online survey of 1,220 consumers with continuance stream-watching experiences.
RESULTS: Results indicate that perceived value, a process of an overall assessment between users' perceived benefits and perceived sacrifices, is proved to be a better variable than perceived benefits in determining consumers' continuance watching intention. Also, compared with other ECT-based models, V-ECM is a more comprehensive model to explain and predict consumers' continuance intention.
DISCUSSION: V-ECM theoretically extends ECT-based studies, and it has potential to explain and predict other continuance intentions in online or technology-related contexts. In addition, this paper also discusses practical implications for live streaming platforms with regards to their design, functions and marketing.
Description
Keywords
ECT, V-ECM, behavioral intention, continuance intention of watching, live streaming, post-adoption behavior
Citation
Jia X, Pang Y, Huang B, Hou F. (2023). Understanding consumers' continuance intention to watch streams: A value-based continuance intention model.. Front Psychol. 14. (pp. 1073301-).