Consumer Use of Social Live Streaming Services : the Influence of Co-Experience and Effectance on Enjoyment

Bründl, S; Matt, C; Hess, T (2017). Consumer Use of Social Live Streaming Services : the Influence of Co-Experience and Effectance on Enjoyment. In: Proceedings of the 25th European Conference on Information Systems (ECIS 2017). Guimarães, Portugal. June 5-10, 2017.

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Social live streaming services (SLSS) have emerged as a new type of hedonic social media. SLSS allow users to watch and broadcast video streams in real-time, fostering sociability through synchronous communication via chat channels. While the extant literature has mostly examined producers’ use of SLSS, the consumer perspective has been underexplored. Prior research has identified perceived enjoyment as consumers’ primary motivation to use hedonic social media. However, it remains unclear how the specific affordances of SLSS affect consumers’ enjoyment. Due to their synchronous nature, SLSS enable consumers to co-experience live streams together and to perceive so-called “effectance” by shaping the content of live streams through their actions. Consequently, research is required on how both co-experience and effectance influence consumers’ enjoyment of SLSS. We empirically address this research gap by applying partial least squares equation modeling on web survey data of 127 consumers of SLSS. Our results show that consumers’ perceived co-experience has a strong positive effect on the enjoyment of their active behavior (chatting) and their passive behavior (watching). Perceived effectance, however, only shows a positive impact on the enjoyment of active behavior, while playing no role for the enjoyment of passive behavior.

Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
300 Social sciences, sociology & anthropology > 330 Economics

ISBN:

978-989-20-7655-3

Language:

English

Submitter:

Patrick Cédric Munz

Date Deposited:

17 Oct 2017 16:41

Last Modified:

18 Oct 2018 15:42

Related URLs:

URI:

https://boris.unibe.ch/id/eprint/105720

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