Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports

Qian, Tyreal Yizhou; Matz, Robbie; Luo, Lei; Xu, Chenglong

doi:10.1016/j.jbusres.2022.02.082

Cited by 50 publications

(19 citation statements)

References 59 publications

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“…SLSSs have emerged as a new form of participatory social media that enables viewers to interact with each other and the streamers. In the study of live streaming services, both the non-transactional and transactional features of customer engagement have been identified (Busalim, Ghabban, & Hussin, 2021 ;Qian et al, 2022 ; Lin et al, 2021a , 2021b ; Clement et al, 2021 ). Studies have found that, in general, SLSSs have explored the users’ information behaviours, including broadcasting, watching, rewarding, and chatting (Scheibe et al, 2016 ).…”

Section: Literature Reviewmentioning

confidence: 99%

Who’s watching? Classifying sports viewers on social live streaming services

Liu

Tan

2022

Ann Oper Res

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The newly emergent social live streaming services (SLSSs) provide the sport consumers with a synchronised and more interactive viewing experience. In order to help the sport SLSSs firms understanding and engaging with the viewers effectively, this research aims to classify the sports SLSS viewers based on their engagement behaviour, and identify the perceived value and value contribution of each group of viewers. Firstly, 52,545 sports SLSSs viewers’ viewing duration time is predicted by a feedforward neural network. Second, the predicted viewing duration time and other extracted viewer behavioural data (number of messages, number of virtual gifts, and value of virtual gifts) are analysed through two-step clustering in SPSS, and classified viewers into four types. Semi-structured interviews were then conducted to understand how each type of viewer co-creates value. The results identified four groups of viewers, namely content consumers, super co-creators, co-creators, and tourists, and identified their distinct value co-creations and perceived value. This study sheds light on combining engagement behaviour and value co-creation literature to classify the sports viewers in the context of SLSSs. This understanding assists the decision-making processes of marketers and operators to promote viewers’ co-creation effectively.

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Section: Literature Reviewmentioning

confidence: 99%

Who’s watching? Classifying sports viewers on social live streaming services

Liu

Tan

2022

Ann Oper Res

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“…Additionally, the differences by nationality and/or demographics in the sample have not been explored: the cultural aspects that might underlie the dimensionality of value are therefore pending, to be explored with more techniques (interviews) and with more heterogeneous audiences. Again, we encourage replications, assessing the respondents' differences even further in multigroup analyses, as done by Tyreal et al (2022) in e-sports livestreaming services.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 98%

“…In this sense, we consider the importance of managing hybrid formats where virtual attendants can observe live attendants or interact among them as in livestreaming shopping (Chou et al, 2022;Clement Addo et al, 2021). Emotional contagion is part of the social experience (Tombs & McColl-Kennedy, 2003;Tyreal et al, 2022) and managing VMF is a great challenge, in terms of offering a different "liveness" (Green, 2023).…”

Section: Managerial Implicationsmentioning

confidence: 99%

Consumer value of virtual music festivals

Gallarza,

Tubillejas‐Andrés,

Samartin

2023

Int J Consumer Studies

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Virtual music festivals (VMFs) are a great opportunity for the music industry to improve high quality digital events; as an alternative consumption phenomenon, VMFs can reach hybrid audiences and help in the challenge of digitalization. This study aims to investigate the multidimensional structure of consumer value in VMFs (intra‐variable perspective), as well as the effects of value on cognitive versus affective satisfaction and loyalty (inter‐variable perspective). Using a qualitative–quantitative approach—focus group and survey with festival attendees (n = 246)—, a value structure of VMF is tested with partial least square–SEM as a reflective‐formative‐formative third‐order model. Benefits and sacrifices are second‐order constructs, while five positives (escape, novelty, enjoyment, musical content, and socialization) and two negatives (monetary and nonmonetary costs) are first‐order ones. Results show VMFs value as a multidimensional trade‐off, where socialization is not contributing to value, but a balance between cognitive (musical content) and affective (enjoyment, and less escape and novelty) exists. Furthermore, consumer value intensifies both cognitive and affective satisfaction, but just the former affects loyalty. These findings provide new insights to better understand the decision‐making processes of virtual festival attendees.

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“…Based on excitement, physical attractiveness, vicarious achievement, and family boding, eSports is unique from traditional sports, and their spectators follow different motives (Pizzo et al, 2018 ). The extant literature has also claimed that socialization, immersion gamification (Qian et al, 2022 ), skill improvement, vicarious sensation (Qian et al, 2020 ), the presence of star players, team loyalty, flow experiences, and self-congruity with event image (Thompson et al, 2022 ) positively affect spectators attendance of live streaming of eSports. On the other side, online spectators rate drama, acquisition of knowledge, appreciation of skill, novelty, aesthetics, and enjoyment of aggression consider more important than live attendees.…”

Section: Research Questions and Organizationsmentioning

confidence: 99%

Sustaining eSports Industry and Regulatory Focus: Empirical Evidence From Chinese Universities

et al. 2022

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This study examined the factors that affect the attitude and behavioral intentions toward electronic sports (eSports) among students of higher education institutions based on the technology acceptance model (TAM). The conditional impact of preventive regulatory focus was analyzed in various aspects developed on the regulatory focus theory. These aspects comprised of perceived usefulness, perceived ease of use, and perceived risk on the attitude toward eSports. Accordingly, data were collected from 293 students of higher education institutions in China's Henan Province, presenting a 54.56% response rate. The PLS-SEM analysis was subsequently implemented to confirm the proposed hypotheses. The empirical findings confirmed the significant positive impact of perceived usefulness and perceived ease of use on the attitude toward eSports. However, perceived risk negatively affected the attitude toward eSports. Meanwhile, the findings on the moderating hypotheses found a negligible impact on preventive regulatory focus. This impact was found explicitly on the perceived usefulness-perceived ease of use link with attitude toward eSports. However, the preventive regulatory focus negatively moderated the perceived risk attitude toward eSports. Finally, the implication and limitations were illustrated at the end of the paper.

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Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports

Cited by 50 publications

References 59 publications

Who’s watching? Classifying sports viewers on social live streaming services

Who’s watching? Classifying sports viewers on social live streaming services

Consumer value of virtual music festivals

Sustaining eSports Industry and Regulatory Focus: Empirical Evidence From Chinese Universities

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