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The Impact of E-Sports Streaming Platform Attributes on Consumer Media Loyalty

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  • Yang, Jiafa

Abstract

Objective: This study aims to investigate the impact of key attributes of Electronic sports (e-sports) live streaming platforms on consumer media loyalty, focusing on the roles of flow experience and satisfaction. Methods: A research model integrating platform attributes (interactivity, informativeness, convenience, sense of community), flow experience, satisfaction, and media loyalty was constructed based on Social Presence Theory. Data were collected through an online survey of 378 active e-sports viewers in China and analyzed using partial least squares structural equation modeling (PLS-SEM). Results: All proposed hypotheses were supported (p

Suggested Citation

  • Yang, Jiafa, 2026. "The Impact of E-Sports Streaming Platform Attributes on Consumer Media Loyalty," Journal of Media, Journalism & Communication Studies, Pinnacle Academic Press, vol. 2(1), pages 11-18.
    • Handle: RePEc:dba:jmjcsa:v:2:y:2026:i:1:p:11-18
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    File URL: https://pinnaclepubs.com/index.php/JMJCS/article/view/498/490
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