Purpose

The study aims to examine the relationships among personality traits (i.e. the Big Five personality traits and locus of control), self-perceived facial attractiveness, motivations (i.e. intrinsic and extrinsic motivation) and intention toward live stream broadcasting. It also investigates the moderating role of perceived behavioral control in the relationship between motivations and intention.

Design/methodology/approach

Data collected from a sample of 637 participants are used to examine the research model and test the hypotheses with the employment of partial least squares structural equation modeling.

Findings

The study shows that motivations and perceived behavioral control are significant predictors of intention. Perceived behavioral control has a significant moderating effect between motivations and intention. Intrinsic motivation is positively influenced by self-perceived facial attractiveness, agreeableness, extraversion and internal locus of control, while extrinsic motivation is positively predicted by self-perceived facial attractiveness, conscientiousness and extraversion.

Originality/value

This study enhances our understanding of the determinants of intention toward live stream broadcasting by exploring its relationships with motivations, self-perceived facial attractiveness and personality, as well as the moderating effects of perceived behavioral control.

中文翻译：

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是什么推动了人们对直播的兴趣

目的

该研究旨在检查人格特质（即大五人格特质和控制点）、自我感知的面部吸引力、动机（即内在和外在动机）和直播意向之间的关系。它还调查了感知行为控制在动机和意图之间的关系中的调节作用。

设计/方法/方法

从 637 名参与者的样本中收集的数据用于检查研究模型并使用偏最小二乘结构方程模型检验假设。

发现

研究表明，动机和感知到的行为控制是意图的重要预测因素。知觉行为控制在动机和意图之间具有显着的调节作用。内在动机受到自我感知的面部吸引力、宜人性、外向性和内部控制点的正向影响，而外在动机受到自我感知的面部吸引力、尽责性和外向性的正向预测。

原创性/价值

本研究通过探索直播意图与动机、自我感知的面部吸引力和个性的关系，以及感知行为控制的调节作用，增强了我们对直播意图决定因素的理解。