How multi-actor resources create value for live streaming platforms: the mediating role of engaged spectators

ABSTRACT

The development of digital media has led to the emergence of live streaming, a service system that involves multiple parties coexisting, including platforms, spectators, and streamers. The study constructed a framework that elucidates the contributions of different actors toward value creation for streaming platforms, with a specific focus on the pivotal role played by engaged audiences as mediators. Empirical results (N = 454) reveal that platform interactivity, audience psychological engagement, and streamer attractiveness positively influence audience behavioral engagement, which ultimately promotes their value creation inclinations (continuance intention, willingness to tip, and word-of-mouth intention). Additionally, behavioral engagement serves as a mediator, enhancing the impact of diverse resources on platform value co-creation. These findings underscore the importance of understanding the interplay among different actors and the critical role of engaged audiences in value creation for live streaming platforms.

摘要

数字化媒体的发展催生了直播这一新业态，这是一个涉及平台、观众和主播在内的多方共存的服务体系。本文探究了直播中不同的参与者如何为直播平台贡献价值，并阐明了契合的观众在其间发挥的中介作用。实证结果 (N=454) 表明，平台交互性、观众心理契合和主播吸引力正向影响观众的行为契合，进而提高价值创造倾向（包括持续使用意愿、打赏意愿和口碑传播意愿）。此外，研究还发现行为契合可以作为中介来增强多种资源对平台价值共创的影响。这些发现为理解不同参与者之间交互的重要性，以及契合的观众在直播平台价值创造中的关键作用具有重要意义。

KEYWORDS:

• Live streaming
• customer engagement
• value co-creation
• para-social interaction
• service-dominant logic

关键词:

• 直播
• 顾客契合
• 价值共创
• 类社交互动
• 服务主导逻辑

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was funded by National Social Science Fund of China [grant number 21BGL015].