Antecedents of Interaction with Media Personae: An Extended Model of Live Streaming Setting

Abstract

This study investigates the relationship between audiences’ interactive behavior intention and motives in a live streaming setting with the Confucian cultural background, using a conceptual model of analysis that incorporates aspects of emotional energy, group identity and peer influence. The findings indicate that interaction rituals as subjective norms play an important role in interaction intention. Emotional energy, group identity, external motives and peer influence motivate audiences to have more interactions. Adopting a grounded theory approach, this study provides new theoretical implications. For the question whether the interaction ritual theory still proves individuals’ need of face-to-face communication, this study includes different answers in live streaming setting. The findings demonstrate that audiences do not have to look for face-to-face communication because of direct communication, immediate feedback, group identity and distinct membership.

Keywords

Intention ritual / emotional energy / social norm / external motive

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