| dc.description.abstract | According to the literature that discusses about live streaming, this study founds out that, instead of focusing on the type of streamers, most of studies about streamers focus more on specific streaming clips, characteristics and gender of the streamers and influence to the audience. However, the type of streamers plays an important role in live streaming. When it comes to audiences, most of studies focus on their internal and external motivation, behaviors and the time they spent. Nevertheless, they rarely discuss about their personal characteristics and psychologic. And these are significant reasons that urge them to subscribe, donate and pay more attention. Therefore, the main orientation of this study is“How do audiences affect their loyalty, when they faced different types of streamers”. Moreover, this study takes self-construal of the audience as moderator.
There are two research methods in this study, experimentation method and questionnaire method. In experimentation method, this study films six clips of live streaming videos that are present by a male and a female streamer. Each of them perform three types of streamers. At last 246 effective questionnaires are collected and analyzed by ANOVA. In questionnaire method, this study collects 308 effective questionnaires that was tested in the name of famous streamers nowadays, and analyzed by Hierarchical Linear Model (HLM).
This study can be discussed in two parts. First part discusses about How do audiences affect their loyalty, when they faced different types of streamers. As the result says, it will have significant outcome when audiences facing the streamer that have characteristics of servant leadership and charismatic leadership. However, it won’t have significant outcome when audiences faced the streamer that have characteristics of authoritarian leadership. The second part of the study also discusses about How do audiences affect their loyalty, when they faced different types of streamers. Moreover, this part considers about self-construal of the audience as moderator. As the result says, when audiences that have different types of self-construal faced different types of streamers, they will have different outcome of loyalty.
The contribution of this study can be discussed in five parts. First, inorder to complement the lack of theory about streamers, this study take the lead in using three type of leadership to classify famous streamers nowadays. Second, in order to complement the lack of theory about psychological changement while audience are watching live streaming, this study use loyalty to measure the result when audiences facing different types of streamers. Third, in order to complement the lack of theory about psychological changement when audience are watching live streaming, this study take self-construal of the audience as moderator to measure the result when audiences faced different types of streamers. Forth, this study also provides Practical advices for streamers, which can help them receive audiences’ attention, loyalty, subscription and donation. Fifth, in order to measure the relationship between streamers and audiences, this study is analyzed by Hierarchical Linear Model (HLM). And provides Empirical Research by analyzed three variables: types of streamers, loyalty of audiences and the self-construal of the audience. | en_US |