How multi-actor resources create value for live streaming platforms: the mediating role of engaged spectators

Yafei Liu, Mingli Zhang, Mu Hu and Tong Qiao

The Service Industries Journal, 2025, vol. 45, issue 5-6, 526-555

Abstract: The development of digital media has led to the emergence of live streaming, a service system that involves multiple parties coexisting, including platforms, spectators, and streamers. The study constructed a framework that elucidates the contributions of different actors toward value creation for streaming platforms, with a specific focus on the pivotal role played by engaged audiences as mediators. Empirical results (N = 454) reveal that platform interactivity, audience psychological engagement, and streamer attractiveness positively influence audience behavioral engagement, which ultimately promotes their value creation inclinations (continuance intention, willingness to tip, and word-of-mouth intention). Additionally, behavioral engagement serves as a mediator, enhancing the impact of diverse resources on platform value co-creation. These findings underscore the importance of understanding the interplay among different actors and the critical role of engaged audiences in value creation for live streaming platforms.

Date: 2025
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DOI: 10.1080/02642069.2024.2312352

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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