Effects of interpersonal relationship satisfaction on continuance intention and consumption in Live video streaming : The mediating role of the affective needs = 대인관계 만족도가 라이브 스트리밍의 지속 이용의도와 소비에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study integrates Compensatory Internet Use and uses-and-gratifications to examine how offline interpersonal dissatisfaction and participation in live video streaming (LVS) shape viewers’ affective needs toward streamers and, in turn, their continuance intention, direct sponsorship, and advertised product purchase. After two pretests validating the manipulations of relationship (dis)satisfaction and participation intensity (watch-only vs. watch + chat), we conducted two experiments. Study 1 used three unfamiliar yet popular Twitch streamers to control for prior evaluations and community spillovers; no streamer-level differences emerged. Offline dissatisfaction and high participation increased continuance and sponsorship intentions but not advertised-purchase intentions, likely due to limited trust/fit with unfamiliar streamers. Study 2 replicated the design in a naturalistic viewing context and added affective needs as a mediator. Under high participation, affective needs transmitted the effects of offline dissatisfaction to all three outcomes. The findings identify active participation and affective bonds as core mechanisms that convert compensatory motives into continued use and monetization. This study makes three main contributions. First, this study enriched the marketing literature on interpersonal relationships and consumer behavior on LVS. This study presents a theoretical framework of the relationship between illustrating audiences’ interpersonal relationships in the offline context and the degree of participation and affection needs, LVS continuous intention, and consumption. Secondly, this research confirmed that the personal psychological factors and sociological contexts of audiences play a crucial role in their media usage and consumption on live streaming platforms. This aligns with the anchor theory of compensatory Internet use and the Uses and Gratifications theory. Additionally, our results established a connection for audience participants.

목차 (Table of Contents)

• 1. Introduction １
• 1.1 Research background １
• 1.2 The purpose of research ５
• 1.3 The significance of research ６
• 2. Literature Review and Hypothesis Development ８
• 2.1 Live video streaming ８
• 2.2 Compensatory Internet Use Theory １１
• 2.3 Uses and gratifications theory １４
• 2.4 Live Video Streaming and the theory of compensatory internet use １６
• 2.5 LVS and the Theory of Gratification １９
• 2.6 LVS and Affect Needs ２２
• 3. Pretest 1 ２８
• 3.1 Process, stimuli, and measurement ２８
• 3.1.1 Interpersonal Satisfaction: ２８
• 3.1.2 Measurement ３１
• 4. Pretest 2 ３３
• 4.1 Live-streaming Participation Manipulation ３３
• 4.2 Manipulation Check ３５
• 4.3 Sample and Reliability Analysis ３５
• 5. Study 1 ３７
• 5.1 The purpose of Study 1 ３７
• 5.2 Participants ３７
• 5.3 Procedure ３８
• 5.4 Measurement ３９
• 5.4.1 Interpersonal Satisfaction ３９
• 5.4.2 Participation ４０
• 5.4.3Continuance intention ４０
• 5.4.4Donation intention ４０
• 5.4.5 Advertised Product Purchase Intention ４１
• 5.4.6 Control Variable ４１
• 5.4 Sample ４１
• 5.5 Manipulation Check ４２
• 5.6. Results ４３
• 5.6.1 Continuance intention ４３
• 5.6.2 Continuous Use Intention ４４
• 5.6.3 Advertised product purchase intention ４５
• 5.7 Discussion ４５
• 6. Study 2 ４７
• 6.1 Purpose ４７
• 6.2 Participants ４７
• 6.3 Procedure ４８
• 6.4 Measurement ４９
• 6.4.1 Interpersonal Satisfaction ４９
• 6.4.2. Participation Intention ４９
• 6.4.3 Affective Needs ４９
• 6.4.4 Continuance intention ５０
• 6.4.5 Donation intention ５０
• 6.5 Manipulation Check ５１
• 6.6 Results ５２
• 6.6.1 Affective needs toward the broadcaster ５２
• 6.6.2 Continuance intention ５３
• 66.3 Donation intention ５４
• 6.6.4 Advertised product purchase intention ５４
• 6.6.5 Interaction and Moderated Mediation Effects ５５
• 6.7 Discussion ５８
• 7. General Discussion, Implications and Limitations, and Further Research ５９
• 7.1 General Discussion ５９
• 7.2. Managerial Implications ６１
• 7.3 Practical Implications ６２
• 7.4 Limitations and further research ６４
• References ６６
• 국문초록 ７７