Live feed broadcast, as a new media, enables viewers to interact with broadcasters or other viewers during live video and co-create video with others. Facilitated by synchrony and mobility, the live feed broadcast is now available to anyone having a smart phone consequently leading to increased competition among broadcaster for viewers. The presence of viewers in one’s live feed brings reputation as well as financial benefits to the broadcasters. Hence, the ease of broadcasting would increase competition and hence difficulty in viewer retention. Therefore, this study aims to investigate viewers’ intention to actively participate in a live feed broadcast using a combination of socio-technical perspective and commitment-trust theory. The results reveal that social and technical features influence affective commitment and identification trust, which in turn affects the viewer co-creation behavior. The results will be useful for live feed broadcasters as well as platform providers. Theoretical and managerial implications are discussed.
Zhu, Ting; Lu, Yaobin; and Gupta, Sumeet, "Why Viewers Contribute in Live Feed Broadcast" (2017). PACIS 2017 Proceedings. 159.