The Influence of Live Streaming of E-Sports on Users 'Willingness to Pay: Mediating Role of Immersion, Interactivity, Moderating Role of Live Streaming Platform Quality and A Chor's Influence
Year: 2025
Type: article
Study design: Observational Study
Abstract: The rise of e-sports presents new opportunities for live streaming monetization. Understanding user willingness to pay (WP) for premium content is crucial for platforms and streamers to optimize engagement and revenue, with prior research highlighting user intent, streamer perception, and engagement metrics. The current investigation aims to examine the effect of live streaming on users' WP for e-sports, with an emphasis on the mediating roles of immersion (Immer) and interactivity (Inter), as well as the moderating impacts of live streaming platform quality (LSPQ) and anchor influence (ANI). A structured survey was distributed to 1,000 individuals, with 500 complete responses from participants on various e-sports forums and streaming sites. The survey measured characteristics such as desire to watch e-sports (IWLS), WP, viewer perception of the streamer (VPS), viewing metrics (VM), Immer, Inter, ANI, and LSPQ. To assess correlations tween factors, the data was analyzed employing structural equation modelling (SEM) by IBM SPSS AMOS 26. The data demonstrated (p<0.05) that Immer and Inter play an important function in facilitating the relationship between VM and WP. Furthermore, the ANI and LSPQ were found to moderate these connections, thereby improving user engagement and WP. The research illustrates the value of Immer as well as Inter in increasing user engagement and revenue in e-sports by streaming live, thereby improving the standard of the stream.
DOI: 10.14419/3rrmxa67
Authors: Yihan Tang, Han-Hsing Yu
Institution: Krirk University
Language: English
Topic: Digital Games and Media
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4412047505