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Meng-Lewis, Yue; Lewis, Gavin; Lin, Zhi and Zhao, Yupei
(2022).
DOI: https://doi.org/10.1080/10447318.2022.2141008
Abstract
Live streaming is an essential means through which spectators view and engage with esports. In this study, an extended model is proposed and tested based on the expectation confirmation theory to examine esports fans’ live streaming experience and the factors contributing to their intention to continue using particular live streaming platforms. Survey data (N=1004) were collected from King Pro League fans in China and analyzed using structural equation modeling. The results demonstrate that effort and enjoyment expectancies are important factors driving fans’ confirmation of expectations regarding live streaming services. The findings also confirm that both spatial presence and co-presence positively relate to viewers’ satisfaction with a live streaming platform and their continued intention to use it. This study provides new insights into esports fans’ viewing practices and the experiences they find most engaging via live streaming platforms.
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- Item ORO ID
- 85873
- Item Type
- Journal Item
- Academic Unit or School
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Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) - Copyright Holders
- © 2022 The Authors
- Depositing User
- Yue Meng-Lewis