The Impact of E-Sports Streaming Platform Attributes on Consumer Media Loyalty

Jiafa Yang

Journal of Media, Journalism & Communication Studies, 2026, vol. 2, issue 1, 11-18

Abstract: Objective: This study aims to investigate the impact of key attributes of Electronic sports (e-sports) live streaming platforms on consumer media loyalty, focusing on the roles of flow experience and satisfaction. Methods: A research model integrating platform attributes (interactivity, informativeness, convenience, sense of community), flow experience, satisfaction, and media loyalty was constructed based on Social Presence Theory. Data were collected through an online survey of 378 active e-sports viewers in China and analyzed using partial least squares structural equation modeling (PLS-SEM). Results: All proposed hypotheses were supported (p

Keywords: interactivity; streaming platform; media loyalty; sense of community; e-sports (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:dba:jmjcsa:v:2:y:2026:i:1:p:11-18

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