Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics

Xiao-Yu Xu, Wen-Bo Niu, Qing-Dan Jia, Lebogang Nthoiwa and Li-Wei Li
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Xiao-Yu Xu: Business School, Xi’an International University, Xi’an 710077, China
Wen-Bo Niu: Business School, Xi’an International University, Xi’an 710077, China
Qing-Dan Jia: School of Economics and Finance, Xi’an Jiaotong University, Xi’an 710049, China
Lebogang Nthoiwa: School of Economics and Finance, Xi’an Jiaotong University, Xi’an 710049, China
Li-Wei Li: School of Management, Beijing Union University, Beijing 100101, China

Sustainability, 2021, vol. 13, issue 21, 1-25

Abstract: Video game streaming (VGS) has attracted millions of users and shown unprecedented growth globally. With technological development, these appealing media have largely influenced the sustainable development of society and the economy. VGS creates a pleasant atmosphere and provides various novel features to please the viewers, induce positive emotions, and facilitate users’ engagement. Integrating several personal characteristics as moderators, this study applied cognitive emotion theory to explore the antecedent of viewers’ engagement in VGS. Using 308 empirical data, the research results reveal that broadcaster attractiveness and the para-social relationship are positively associated with the viewers’ positive emotion, which eventually leads to engagement. In addition, personal characteristics play significant roles as moderators between VGS features and the viewers’ positive emotions. The results provide theoretical implications for VGS research and useful insights for VGS platform managers and policymakers to enable a sustainable profit model and the growth of VGS.

Keywords: video game streaming; cognitive emotion theory; positive emotion; personal characteristics; engagement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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