Dr. NG Chi Ho, MarkMarkDr. NG Chi HoDr. LAW Chui Chui, MonicaMonicaDr. LAW Chui Chui2025-07-212025-07-212025In 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.9789887104704https://www.hksyu.edu/flipbook/DFCBARC-E-Book_20250228/DFCBARC-E-Book.pdfhttp://hdl.handle.net/20.500.11861/23962The 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.enConsumer ValuesFlowHabitPerceived SerendipitySocial PresenceBook Chapter