Affiliation:
1. School of Professional Practice and Leadership, University of Technology Sydney, Sydney, Australia
2. School of Business, American University of Ras Al Khaimah, Ras al Khaimah, United Arab Emirates
Abstract
<p><big>The paper focuses on younger online viewers’ motivation to watch video game live streaming on live streaming platforms. Unlike existing scholars, it analyses younger online viewers’ watching motivation through a positive perspective and draws on the Play-Others-Downtime theory (P-O-D theory) and the motivation theory to establish the research model. By analysing 397 samples based on the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), the results present that younger viewers’ entertainment, social and leisure purposes positively affect their watching motivation. Control variables (i.e., gender, education background, and income level) demonstrate insignificant effects across the model. Considering the influence of the COVID-19 pandemic, watching video game live streaming is essential entertainment and social activities for younger adults. Future studies should identify the positive impact of video game live streaming and guide younger viewers to participate appropriately in this activity.</big></p>
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