Purpose

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.

Findings

The results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.

Originality/value

The study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.

中文翻译：

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满足感、流量和满意度对直播服务使用的影响

目的

本研究将使用与满足理论和流动理论相结合，创建了一个综合模型，可以预测直播服务的持续使用意愿和满意度。

设计/方法论/途径

使用从 304 位用户收集的有关直播服务看法的调查数据对所提出的模型进行了实证评估。

发现

结果表明，娱乐性、信息性和社交性等满足感都与满意度呈正相关。作者发现心流调节了交互性和远程呈现对满意度的影响。值得注意的是，社交满足感和满意度对用户继续使用直播服务的意愿有显着影响，占差异的 77%。

原创性/价值

该研究通过展示直播服务中的使用和满足理论以及流动理论来丰富知识体系。此外，研究结果可能为直播服务主播和营销人员提供有用的见解。