Understanding consumers' continuance intention to watch streams: A value-based continuance intention model

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dc.citation.volume14
dc.contributor.authorJia X
dc.contributor.authorPang Y
dc.contributor.authorHuang B
dc.contributor.authorHou F
dc.contributor.editorXie T
dc.coverage.spatialSwitzerland
dc.date.accessioned2024-11-03T20:20:09Z
dc.date.available2024-11-03T20:20:09Z
dc.date.issued2023-03-01
dc.description.abstractINTRODUCTION: 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.
dc.description.confidentialfalse
dc.edition.editionMarch 2023
dc.format.pagination1073301-
dc.identifier.author-urlhttps://www.ncbi.nlm.nih.gov/pubmed/36935948
dc.identifier.citationJia 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-).
dc.identifier.doi10.3389/fpsyg.2023.1073301
dc.identifier.eissn1664-1078
dc.identifier.elements-typejournal-article
dc.identifier.issn1664-1078
dc.identifier.number1073301
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/71892
dc.languageeng
dc.publisherFrontiers Media S.A.
dc.publisher.urihttps://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1073301/full
dc.relation.isPartOfFront Psychol
dc.rights(c) 2023 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectECT
dc.subjectV-ECM
dc.subjectbehavioral intention
dc.subjectcontinuance intention of watching
dc.subjectlive streaming
dc.subjectpost-adoption behavior
dc.titleUnderstanding consumers' continuance intention to watch streams: A value-based continuance intention model
dc.typeJournal article
pubs.elements-id460640
pubs.organisational-groupOther
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