TY - JOUR
T1 - The role of wishful identification, emotional engagement, and parasocial relationships in repeated viewing of live-streaming games
T2 - A social cognitive theory perspective
AU - Lim, Joon Soo
AU - Choe, Min Ji
AU - Zhang, Jun
AU - Noh, Ghee Young
N1 - Publisher Copyright:
© 2020 Elsevier Ltd
PY - 2020/7
Y1 - 2020/7
N2 - Grounded in Bandura's (2001) social cognitive theory of mass communication and Giles' (2002) model of parasocial relationship (PSR) development, the current research examines how a viewer's wishful identification with an online video game streaming personality and emotional engagement with other viewers lead to behavioral loyalty through PSR with their favorite live-streamer. To test the proposed mediation model, the researchers conducted a survey using a representative sample drawn from a national panel of a professional survey firm in South Korea. Results of a mediation analysis employing structural equation modeling reveal that both wishful identification and emotional engagement have indirect effects on behavioral loyalty through PSR. Put another way, a viewer's likeliness to continue viewing a live-streaming game increase as the viewer develops stronger PSR. The current research also demonstrates that wishful identification and engagement with others/streamers develop into PSR, as suggested by Giles' PSR development model.
AB - Grounded in Bandura's (2001) social cognitive theory of mass communication and Giles' (2002) model of parasocial relationship (PSR) development, the current research examines how a viewer's wishful identification with an online video game streaming personality and emotional engagement with other viewers lead to behavioral loyalty through PSR with their favorite live-streamer. To test the proposed mediation model, the researchers conducted a survey using a representative sample drawn from a national panel of a professional survey firm in South Korea. Results of a mediation analysis employing structural equation modeling reveal that both wishful identification and emotional engagement have indirect effects on behavioral loyalty through PSR. Put another way, a viewer's likeliness to continue viewing a live-streaming game increase as the viewer develops stronger PSR. The current research also demonstrates that wishful identification and engagement with others/streamers develop into PSR, as suggested by Giles' PSR development model.
KW - Behavioral loyalty
KW - Emotional engagement
KW - Live-streaming games
KW - Parasocial relationship
KW - Social cognitive theory
KW - Wishful identification
UR - http://www.scopus.com/inward/record.url?scp=85081114123&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85081114123&partnerID=8YFLogxK
U2 - 10.1016/j.chb.2020.106327
DO - 10.1016/j.chb.2020.106327
M3 - Article
AN - SCOPUS:85081114123
SN - 0747-5632
VL - 108
JO - Computers in Human Behavior
JF - Computers in Human Behavior
M1 - 106327
ER -