Don't just watch, join in: Exploring information behavior and copresence on Twitch

The evolutionary game analysis of the decision-making behavior of live streaming stakeholders under the value co-creation

Integrity-linked issues have become increasingly serious and attracted considerable attention regarding the sustainability of live streaming; therefore, live streaming anchors and suppliers have become increasingly concerned about their ongoing marketing. Moreover, streaming platforms are also beginning to focus on sustainable development. Determining how live streaming anchor behavior, supplier behavior, and streaming platform strategic decision affect live streaming is essential for achieving the healthy and sustainable development of live streaming ecosystems. However, the game among live streaming anchor behavior, supplier behavior, and streaming platform strategic decisions, which the live streaming ecosystem strongly depends on, has attracted little attention. This study constructed a game model of value co-creation evolution in live streaming ecosystems, with the live streaming anchors, suppliers, and streaming platforms as the main subject. The evolutionary stable strategies of the game were analyzed, and the influence of typical factors on the system was discussed. The results showed that the best evolutionary stability strategy is that live streaming anchors and suppliers choose honesty, and streaming platforms have strict regulation, which is the optimal strategic objective for value co-creation. The appropriate rewards and punishments inherent in a streaming platform can help regulate the behavior of the live streaming anchor and supplier; specifically, great rewards and severe punishments of the streaming platform can be applied to incentivize the honest behavior of the live streaming anchor and supplier. This study provides insights for designing appropriate policies for live streaming platforms to promote sustainable development.

Developing personas for live streaming commerce platforms with user survey data

Live streaming commerce has emerged as a novel form of online marketing that offers live streaming commerce platforms a means of meeting different user groups' needs. The objective of this article is to examine the effects of age and gender on live streaming commerce platform usage and investigate user characteristics of these platforms in China. This study adopted a data-driven persona construction method combining quantitative and qualitative methods through the use of survey and interview. The survey involved 506 participants (age range = 19-70), and the interview involved 12 participants. The survey findings showed that age significantly affected users' livestream platform usage, while gender did not. Younger users had higher device proficiency and operation numbers. With more trust and device use, older users used the platforms later in the day than younger users. Interview findings revealed that gender affected users' motivations and value focus. Women tended to use the platforms as a means of entertainment. Women valued service quality and enjoyment more, while men focused on the accuracy of product information more. Four personas with significant differences were then constructed: Dedicated, Dependent, Active and Lurker. Their various needs, motivations and behavior patterns can be considered by designers to elevate the interaction of live streaming commerce platforms.

Detection of opinion leaders: Static vs. dynamic evaluation in online learning communities

Opinion leaders play a critical role in maintaining the functioning of online communities. This study aims to detect opinion leaders in online learning communities by evaluating the influence of users within the community. We use Baidu Post Bar's Python learning community as an example and employ the catastrophe progression method to statically evaluate the influence of users in three dimensions: user creativity, user posting quality, and user online interaction. Based on this, we introduce the dual-incentive control line to dynamically evaluate users' influence from 2016 to 2020 regarding speed change characteristics, thus scientifically detecting opinion leaders in online learning communities. Compared to the static evaluation method, the results show that our proposed dynamic evaluation method can more effectively reveal the dynamic development trend of users' influence, thus accurately detecting opinion leaders. Moreover, this "invisible" development trend is fully reflected in the setting of the dual-incentive control line.

Problematic use of social media: The influence of social environmental forces and the mediating role of copresence

People's dependence on technology in the digital environment has increasingly become the focus of academic and social attention. Social media, in particular, with the functions of connecting with others and maintaining interactions, has become an inseparable part of people's lives. Although the formation of problematic use of social media has been extensively discussed by scholars, it is mainly confined to the individual level and lacks a macro perspective from the external environment. This study draws on the perspective of institutional theory and introduces copresence as a mediating role, aiming to investigate the influence mechanism of social environmental forces on individuals' problematic use of social media. An online survey (N = 462) was conducted to collect data and test the research model. Our data were analyzed using the structural equation modeling (SEM) approach. Results show that social environmental forces exert an impact on problematic use of social media through the sense of copresence, and only mimetic force can directly affect behavior outcomes while the other two forces can not. Besides, social environmental forces have a relationship with people's sense of copresence while using social media. Among them, mimetic force and normative force positively correlate with copresence while coercive force is negatively related to copresence. Furthermore, copresence is found to influence problematic use of social media positively. Practical and theoretical implications are discussed.

How information processing and risk/benefit perception affect COVID-19 vaccination intention of users in online health communities

Objective

To investigate the relationship among information processing, risk/benefit perception and the COVID-19 vaccination intention of OHCs users with the heuristic-systematic model (HSM).

Methods

This study conducted a cross-sectional questionnaire via an online survey among Chinese adults. A structural equation model (SEM) was used to examine the research hypotheses.

Results

Systematic information processing positively influenced benefit perception, and heuristic information processing positively influenced risk perception. Benefit perception had a significant positive effect on users' vaccination intention. Risk perception had a negative impact on vaccination intention. Findings revealed that differences in information processing methods affect users' perceptions of risk and benefit, which decide their vaccination intention.

Conclusion

Online health communities can provide more systematic cues and users should process information systematically to increase their perceived benefits, consequently increase their willingness to receive COVID-19 vaccine.

Understanding interaction rituals: The impact of interaction ritual chains of the live broadcast on people’s wellbeing

With the global pandemic of COVID-19, it has been striking psychological burdens on individuals. Under this background, more and more people get wellbeing by watching live broadcasts. However, the psychological mechanism behind this phenomenon is still a black box. This study finds that when people watch a live broadcast and interact with anchors and other people, an interaction ritual chain is formed, and emotional energy is generated, thus making people experience and understand the meaning of the live interaction ritual chains. Under the effect of the meaning transfer model, people will generate wellbeing. Specifically, the basic meaning of live interaction (emotional meaning and functional meaning) drives people’s generation of wellbeing. The meanings of self-participation, self-display, self-concept, and self-renewal play a role in mediation in enhancing people’s wellbeing with the basic meaning of live broadcast interaction.

Sharing emotion while spectating video game play: Exploring Twitch users' emotional change after the outbreak of the COVID-19 pandemic

This paper examines how the COVID-19 pandemic associates with Twitch users' emotion, using natural language processing (NLP) as a method. Two comparable sets of text data were collected from Twitch internet relay chats (IRCs): one after the outbreak of the pandemic and another one before that. Positive emotion, negative emotion, and attitude to social interaction were tested by comparing the two text sets via a dictionary-based NLP program. Particularly regarding negative emotion, three negative emotions—anger, anxiety, and sadness—were measured given the nature of the pandemic. The results show that users' anger and anxiety significantly increased after the outbreak of the pandemic, while changes in sadness and positive emotion were not statistically significant. In terms of attitude to social interaction, users used significantly fewer “social” words after the outbreak of the pandemic than before. These findings were interpreted considering the nature of Twitch as a unique live mixed media platform, and how the COVID-19 pandemic is different from previous crisis events was discussed based on prior literature.

Content versus community focus in live streaming services: how to drive engagement in synchronous social media

Purpose

Social live-streaming services are an emerging form of social media that is gaining in popularity among researchers and practitioners. By facilitating real-time interactions between video content creators (i.e. streamers) and viewers, live-streaming platforms provide an environment for novel engagement behaviors and monetization structures. This research aims to examine communication foci and styles as levers of streaming success. In doing so, the authors analyze their impact on viewers' engagement with the stream.

Design/methodology/approach

This research draws on a unique dataset collected via a multi-wave questionnaire comprising viewers' perceptions of a specific streamer's communications and their actual behavior toward them. The authors analyze the proposed impact of communication foci on viewing and donating behavior while considering the moderating role of communication style using seemingly unrelated regressions.

Findings

The results show that communication foci represent a double-edged sword: community-focused communication drives viewership while reducing donations made to the streamer. By contrast, content-focused communication curbs viewing but drives donating.

Practical implications

Of specific interest for practitioners, the study demonstrates how streaming content providers (e.g. influencers) should adjust their communications to drive engagement in the context of synchronous social media such as social live-streaming services. Beyond that, this research identifies unique characteristics of engagement that can help managers to improve their digital service offerings.

Social implications

Social live-streaming services provide an environment that offers unique opportunities for self-development and co-creation among social media users. By allowing for real-time interactions, these emerging social media services build on ephemeral content to provide altered experiences for users.

Originality/value

The authors highlight the need to distinguish between engagement behaviors in asynchronous and synchronous social media. The proposed conceptualization sheds new light on success factors of social media in general and social live-streaming services specifically. To maximize user engagement, content creators in synchronous social media must consider their communications' focus (content or community) and style (utilitarian or hedonic).

An Exploration of Mental Health Discussions in Live Streaming Gaming Communities

Live streaming is a unique form of media that creates a direct line of interaction between streamers and viewers. While previous research has explored the social motivations of those who stream and watch streams in the gaming community, there is a lack of research that investigates intimate self-disclosure in this context, such as discussing sensitive topics like mental health on platforms such as Twitch.tv. This study aims to explore discussions about mental health in gaming live streams to better understand how people perceive discussions of mental health in this new media context. The context of live streaming is particularly interesting as it facilitates social interactions that are masspersonal in nature: the streamer broadcasts to a larger, mostly unknown audience, but can also interact in a personal way with viewers. In this study, we interviewed Twitch viewers about the streamers they view, how and to what extent they discuss mental health on their channels in relation to gaming, how other viewers reacted to these discussions, and what they think about live streams, gaming-focused or otherwise, as a medium for mental health discussions. Through these interviews, our team was able to establish a baseline of user perception of mental health in gaming communities on Twitch that extends our understanding of how social media and live streaming can be used for mental health conversations. Our first research question unraveled that mental health discussions happen in a variety of ways on Twitch, including during gaming streams, Just Chatting talks, and through the stream chat. Our second research question showed that streamers handle mental health conversations on their channels in a variety of ways. These depend on how they have built their channel, which subsequently impacts how viewers perceive mental health. Lastly, we learned that viewers' reactions to mental health discussions depend on their motivations for watching the stream such as learning about the game, being entertained, and more. We found that more discussions about mental health on Twitch led to some viewers being more cautious when talking about mental health to show understanding.

Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends

In recent years, interest in video game live streaming services has increased as a new communication instrument, social network, source of leisure, and entertainment platform for millions of users. The rise in this type of service has been accompanied by an increase in research on these platforms. As an emerging domain of research focused on this novel phenomenon takes shape, it is necessary to delve into its nature and antecedents. The main objective of this research is to provide a comprehensive reference that allows future analyses to be addressed with greater rigor and theoretical depth. In this work, we developed a meta-review of the literature supported by a bibliometric performance and network analysis (BPNA). We used the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analysis) protocol to obtain a representative sample of 111 published documents since 2012 and indexed in the Web of Science. Additionally, we exposed the main research topics developed to date, which allowed us to detect future research challenges and trends. The findings revealed four specializations or subdomains: studies focused on the transmitter or streamer; the receiver or the audience; the channel or platform; and the transmission process. These four specializations add to the accumulated knowledge through the development of six core themes that emerge: motivations, behaviors, monetization of activities, quality of experience, use of social networks and media, and gender issues.

Motivations for the Use of Video Game Streaming Platforms: The Moderating Effect of Sex, Age and Self-Perception of Level as a Player

A particularly striking new phenomenon in recent years is the live streaming of video games through popular platforms, such as Twitch. This study focuses on the motivations and types of use underlying viewer participation in live streaming platforms. Based on the uses and gratifications theory, this paper aims to analyse how three basic motivations are related to the use of video game streaming platforms. Furthermore, it examines the moderating effects that significant variables, such as the audience member’s age, sex or self-perception of level as a player may exert on this relationship. The results reveal that the three types of motivations are positively associated with use of the platform, although notable differences appear, with informational motivations outweighing entertainment and social motivations. At the same time, no moderating effects on the results of the proposed model were found for the heterogeneity stemming from sex and age. Conversely, the influence of informational motivations on the use of these platforms is moderated by the self-perception of level as a player.

Who Watches Live Streaming in China? Examining Viewers' Behaviors, Personality Traits, and Motivations

With millions of viewers globally, live streaming is a new social media that can deliver video content in real time and with many social interaction functions. Our research aims to understand the personality traits and the motivations of active live streaming viewers as well as their user behaviors in the general population in China. Our results indicate that extraversion was negatively associated with live streaming use, while openness was positively associated. The main motivations to watch live streaming were social interaction, information gathering, and entertainment, and they were associated with different frequencies of use and genre selection. Financial tipping behavior was positively associated with social interaction. Furthermore, motivations mediated the effects of personality traits on live streaming use. People high in openness were more likely to be motivated to chat by information needs. Among extraverts, those who were more social watched fewer streams. We demonstrated that personality traits and motivations can jointly predict live streaming use. The current study not only provides the first evidence of live streaming use with personality traits and motivations but also expands the perspective on individual difference with the mediation analysis. Practically, the person-situation joint interpretation can give industry a clear indication on how to design personalized user experience for people with different personality traits and motivations.

A Systematic Review of Literature on User Behavior in Video Game Live Streaming

Video game live streaming is a kind of real-time video social media that integrates traditional broadcasting and online gaming. With the rapid popularity of video game live streaming in the past decade, researchers have started to investigate the relationship between the use of video game live streaming and various psychological variables. In order to fully understand the factors that affected user participation (streamers and audiences) in video game live streaming and provide a reference to the mental health issues of Internet addiction, this paper summarizes the relevant literature on user behavior in video game live streaming. First, we comprehensively searched literature in six social science databases and thus obtained 24 papers that meet our inclusion criteria. Second, the above literature was presented in table form for classification and we found that the effect factors of user behavior in video game live streaming mainly include user demands and platform impact. Based on Use and Satisfaction theory, this paper reviewed the following four aspects: streamer demand, audience demand, interaction behavior and platform impact, then a relevant theoretical framework was constructed. Finally, this paper looks forward to possible future research topics based on the research platform, research data and research content and so on, hoping to provide a foundation and new ideas for future research.