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Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics

Author

Listed:
  • Xiao-Yu Xu

    (Business School, Xi’an International University, Xi’an 710077, China
    These authors contributed equally to the article.)

  • Wen-Bo Niu

    (Business School, Xi’an International University, Xi’an 710077, China
    These authors contributed equally to the article.)

  • Qing-Dan Jia

    (School of Economics and Finance, Xi’an Jiaotong University, Xi’an 710049, China)

  • Lebogang Nthoiwa

    (School of Economics and Finance, Xi’an Jiaotong University, Xi’an 710049, China)

  • Li-Wei Li

    (School of Management, Beijing Union University, Beijing 100101, China)

Abstract

Video game streaming (VGS) has attracted millions of users and shown unprecedented growth globally. With technological development, these appealing media have largely influenced the sustainable development of society and the economy. VGS creates a pleasant atmosphere and provides various novel features to please the viewers, induce positive emotions, and facilitate users’ engagement. Integrating several personal characteristics as moderators, this study applied cognitive emotion theory to explore the antecedent of viewers’ engagement in VGS. Using 308 empirical data, the research results reveal that broadcaster attractiveness and the para-social relationship are positively associated with the viewers’ positive emotion, which eventually leads to engagement. In addition, personal characteristics play significant roles as moderators between VGS features and the viewers’ positive emotions. The results provide theoretical implications for VGS research and useful insights for VGS platform managers and policymakers to enable a sustainable profit model and the growth of VGS.

Suggested Citation

  • Xiao-Yu Xu & Wen-Bo Niu & Qing-Dan Jia & Lebogang Nthoiwa & Li-Wei Li, 2021. "Why Do Viewers Engage in Video Game Streaming? The Perspective of Cognitive Emotion Theory and the Moderation Effect of Personal Characteristics," Sustainability, MDPI, vol. 13(21), pages 1-25, October.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:21:p:11990-:d:668081
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    References listed on IDEAS

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