Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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The Effect of Social Affordances in Social Live Streaming Service

소셜 라이브 스트리밍 서비스에서 소셜 어포던스의 영향

  • Moon, Yunji (Department of Management Information Systems, Catholic University of Pusan)
  • Received : 2020.08.14
  • Accepted : 2020.10.25
  • Published : 2020.12.31
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Abstract

During the last decade, social live streaming service like Periscope, Ustream, and YouNow has developed from a niche market into a mainstream activity. In this media environment, social live streaming service has a tremendous impact on the social behaviors of users. Despite the rapid development, there are a lack of studies to make better understand the media environment changes through social live streaming service. This study adopted an affordances approach that leads us to identify six distinctive social affordances (visibility, accessibility, information sharing, social interaction, role-taking, interactive revenue) for user engagement in social live streaming service. Specifically, this study explores the impact of social affordances on perceived flow, followed by user engagement including passive and active engagement. Empirical data analysis with 258 questionnaires suggests that social affordances affected users' flow perception, and flow has an effect on active as well as passive engagement. Contrary to the expectation in a hypothesized research model, only the impact of accessibility on flow was rejected.

Keywords

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