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ABSTRACT
This study systematically explores and assesses why the nascent leisure pursuit of following giant pandas on live streaming platforms, which is credited as the dullest yet most mesmerising pastime in the internet age, is being embraced by a fast growing niche fan base. In particular, the concepts of cuteness, relating to the likeability of the pandas, and generativity, epitomised by one’s concern and care for future generations, are introduced to respectively account for the co-effects of recreational and serious facets of this unique leisure genre. Research results from structural modelling conclude that the platform subscribers’ perceptions of cuteness, being mediated by their generative inclinations, affected positively their perceived values of the platform, which, in turn, exerted a positive effect on their behavioural intentions. This study contributes to research on multispecies leisure and serves as practical reference for better realising the ecological and social values of giant panda live streaming in the post pandemic era.
Acknowledgements
This paper is dedicated by the first author and his family to the loving memory of Mr. Ice Cream the Bunny.
Disclosure statement
No potential conflict of interest was reported by the author(s).
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Notes on contributors
Qi Yan
Qi Yan serves as associate professor in tourism and hotel management. He specializes in leisurescope research.
James Shen Huawen
James Shen Huawen is an associate professor in tourism and hospitality management and he is interested in social media studies in tourism and leisure contexts.
Ben Ye Haobin
Ben Ye Haobin, an associate professor in tourism marketing, has published extensively on research issues related to tourism and leisure consumer behavior and corporate marketing.