The Impact of E-Sports Streaming Platform Attributes on Consumer Media Loyalty
DOI:
https://doi.org/10.71222/qxx5se65Keywords:
interactivity, streaming platform, media loyalty, sense of community, e-sportsAbstract
Objective: This study aims to investigate the impact of key attributes of Electronic sports (e-sports) live streaming platforms on consumer media loyalty, focusing on the roles of flow experience and satisfaction. Methods: A research model integrating platform attributes (interactivity, informativeness, convenience, sense of community), flow experience, satisfaction, and media loyalty was constructed based on Social Presence Theory. Data were collected through an online survey of 378 active e-sports viewers in China and analyzed using partial least squares structural equation modeling (PLS-SEM). Results: All proposed hypotheses were supported (p < 0.01). Interactivity exerted the strongest positive effect on flow experience (β = 0.512), followed by sense of community (β = 0.425) and informativeness (β = 0.404). Convenience had a significant but relatively weaker effect (β = 0.276). Satisfaction was confirmed as a significant antecedent of flow experience (β = 0.382). Both flow experience (β = 0.450) and satisfaction (β = 0.274) significantly predicted media loyalty, with flow experience demonstrating a stronger influence. Conclusion: The findings demonstrate that media loyalty in e-sports streaming platforms is primarily cultivated through the enhancement of flow experience and satisfaction. Interactivity emerges as the most influential factor in fostering flow states, while sense of community and informativeness also play substantial roles. Satisfaction not only directly contributes to loyalty but also reinforces flow experience, creating a mutually reinforcing psychological cycle. This study extends Social Presence Theory into digital entertainment contexts and provides actionable insights for platform design, suggesting that emphasizing interactive features, community-building elements, and real-time informational value can effectively strengthen user retention and platform attachment.References
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