With the rapid
development of online social media, live streaming has become a global trend
and a new direction for strategic marketing in all walks of life. Therefore, this
study mainly discusses how to improve audience’s attitude toward watching live
streaming, and promotes purchase intention and positive word-of-mouth based on
the four success factors of live streaming.
The results show
1) among the four success factors, only
playfulness and interactivity can positively and significantly affect attitude
toward watching live streaming;
2) the attitude toward watching has positive and
significant impact on the follow-up behavioural intentions (purchase intention
and positive word-of-mouth);
3) the results of moderating analysis show that
the positive impact of attitude toward watching on the intention of follow-up
behaviour is not significantly different according to different types of live
The findings of
this study can provide different strategic views on the operation of live
streaming platforms for live streaming hosts or those who use the platforms, by
which to improve their business performance.
Keywords: Live stream platform, Online celebrities,
Playfulness, Interactivity, Positive Word-of-Mouth.