Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)

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Empirical Research on the Formation Mechanism of User Stickiness based on Professionalism of Broadcasters on Live video Streaming Platforms

Authors
Yixin Zhang1, Tongfei Gu1, *
1School of Economics & Management, Beihang University, 100191, Beijing, China
*Corresponding author. Email: BY1708129@buaa.edu.cn
Corresponding Author
Tongfei Gu
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-042-8_181How to use a DOI?
Keywords
live video streaming platform; user stickiness; professionalism of the broadcasters; broadcaster identification; perceived value
Abstract

User stickiness is crucial to the growth of live video streaming platforms. The broadcaster is the most important individual in a live video platform, and this study explores the formation mechanism of user stickiness based on the professionalism of the broadcasters. An online survey was conducted in the WeChat and QQ groups to evaluate the research model, yielding 202 usable questionnaires. The model was then examined using structural equation modeling. We have found that the professionalism of the broadcaster can generate broadcaster identification and perceived value, both of which can further produce user stickiness. In addition, we also found that broadcaster identification has a facilitating effect on perceived value. Exploring the formation mechanism of user stickiness on live video streaming platforms can provide important practical guidance for managers of the platforms.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
Series
Advances in Computer Science Research
Publication Date
29 December 2022
ISBN
10.2991/978-94-6463-042-8_181
ISSN
2352-538X
DOI
10.2991/978-94-6463-042-8_181How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yixin Zhang
AU  - Tongfei Gu
PY  - 2022
DA  - 2022/12/29
TI  - Empirical Research on the Formation Mechanism of User Stickiness based on Professionalism of Broadcasters on Live video Streaming Platforms
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 1267
EP  - 1271
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_181
DO  - 10.2991/978-94-6463-042-8_181
ID  - Zhang2022
ER  -