Social identity influences millennials’ motivation for viewing online live streaming
Keywords:
Social Identity, Motivations for Viewing, Online Live Streaming, Millennial ConsumerAbstract
This study aims to investigate the social identity influences on millennials’ motivation for viewing online live streaming. Data was collected by distributing questionnaires to a sample of 360 millennials aged between 25-40 years who have engaged in online live streaming. Multiple regression analysis was employed to analyze the data. The findings support the hypothesis, indicating that social identity significantly affects millennials’ motivation for viewing online live streaming at the 0.001 statistical significance level. Notably, the social identity variable with the highest impact on motivation for viewing online live streaming was broadcaster identification (Beta = .456), followed by group identification (Beta = .282). Both variables positively affect motivations for viewing online live streaming, with broadcaster identification having the most substantial impact. These results demonstrate that all aspects of social identity influence motivations for viewing online live streaming, with broadcaster identification receiving the highest positive evaluation. Broadcaster identification, defined as the emotional connection and affinity viewers feel towards the live streamer, strongly influences the motivation for viewing. Millennials are particularly drawn to broadcasters who appear relatable, authentic, and engaging. This connection fosters trust and loyalty, leading viewers to continuously follow and interact with the streamer.
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