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Cultivating viewers' habit of watching live streams: Insights from consumer value theory and flow theory
Author(s)
Date Issued
2025
Publisher
Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre
ISBN
9789887104704
Citation
In Law, M. (Ed.). (2025). E-business unplugged: Enhancing interactive online experiences with live streaming and social media (pp. 24-59). Hong Kong: Hong Kong Shue Yan University; Dr. Francis Cheung Business Analytics Research Centre.
Type
Book Chapter
Abstract
The purpose of this study is to explore the relationships among perceived serendipity, social presence, and the habit of watching live streams by applying consumer value theory and flow theory. This study uses specific metrics to measure construct items and conducts an online survey through Google Forms using snowball sampling. A total of 1,061 samples with 453 valid samples of participants who have watched live stream videos within three months are collected. The research hypotheses are tested by partial least square structural equation modelling. Results reveal that perceived serendipity and social presence are important factors for enhancing consumer values and creating flow experience. Hedonic value, social value, and and flow have significant and positive effect on the habit of watching live streams. However, the effect of utilitarian value on this habit is not significant. Therefore, live streamers and live stream platform operators can design various elements to increase the penetration of live streaming. This improvement can help enhance viewers' perceived hedonic and social values and flow experience, which can influence their adoption of habitual watching behaviours. This study demonstrates the validity of prediction model for live streaming habits through consumer values and flow. Our study also provides useful insights by demonstrating the importance of serendipity and social presence in the live streaming context.
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