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How Does Technology Affordance Influence Live-streaming Viewers’ Continuous Viewing
CUI Jie
Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (10) : 113-131.
PDF(1883 KB)
PDF(1883 KB)
How Does Technology Affordance Influence Live-streaming Viewers’ Continuous Viewing
This study introduces the theory of technology affordance and applies the SOR (Stimulus-Organism-Response) model to explore how do Chinese live-streaming platforms utilize technology affordance to influence viewers’ continuous viewing?” Employing “the walkthrough method” and a questionnaire survey (N=418), this study finds that based on technical functions and algorithmic systems (e.g., online PK, virtual gifts, and same-city modes), live-streaming platforms have contributed to the formation of “co-performance” (CP) and “association” (AS) between viewers and anchors. As external stimuli (S), CP and AS affordance positively affect the viewers’ perception of “virtual presence” (VP) and “commercialized intimacy” (CI) respectively. The stronger the individual perception (O) is, the higher the viewers’ willingness to continue watching (R) will be. In addition, the findings reveal that the weak connection is not enough to stimulate viewers’ perception of VP or create CI due to the limitation of interactive contexts and terminal equipment. This reveals that in the era of “networked individualism”, platforms still need to focus on the development of AS, characterized by “group”, “circle” and “organisation”, and weak relationships are more useful than weak connections in increasing viewer stickiness. The theoretical contribution of this study lies in introducing the theory of technology affordance to understand the interaction between live-streaming platforms and viewers and providing quantitative evidence for previous qualitative studies. The practical significance lies in providing a reference for the live-streaming industry to maintain viewers’ stickiness.
Live streaming / technology affordance / virtual presence / commercialized / pseudo-intimacy
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