Abstract
The boom of live audiovisual content broadcasting is closely related to the development of social media applications. Twitch is among the most widespread live streaming platforms, and has experienced significant growth. In 2022, it had more than 2.5 million daily spectators and more than 7 million streamers who shared their content through more than 92,000 channels. This study analyzes the factors influencing the use continuance intention of the current Twitch users through an online survey (n=297) conducted on SurveyMonkey. The findings of this study confirmed that multiple factors from the proposed hypothetical model, which was based on the UTAUT2 and the Hassanein and Head model, explained the Behavior Intention (BI) of use continuance. Some of these factors are the variables of Habit, Social Presence, Price Value and Effort Expectancy. As a result, the natural and automatic adaptation of users when using the platform, their capacity to connect and get close to other users through Twitch, the available paid benefits, and the ease of use associated with the platform contribute to increase the disposition of users to continue using the platform when they want to access live content via streaming. Based on the implications of this study, suggestions are made for companies in the live streaming world and for all the associated brands that want to invest in advertisement on these platforms.
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Fernández-Robin, C., Yáñez, D., Miranda, J. (2024). Twitch Consumer Behavior and the Importance of Streaming Habits. In: Coman, A., Vasilache, S. (eds) Social Computing and Social Media. HCII 2024. Lecture Notes in Computer Science, vol 14704. Springer, Cham. https://doi.org/10.1007/978-3-031-61305-0_16
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