HOW TO IDENTIFY VIEWER SPENDING INTENTION AND HAPPINESS IN LIVESTREAMING: VIEWERS' PERSPECTIVE ON CONTENT CREATORS

• Main Author: Arnanda Primadana, Ligasyah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79466
• Institution: Institut Teknologi Bandung

Recently, livestreaming has emerged as a widely embraced method of generating digital material, with specific individuals referred to as livestreamers attaining substantial fame and exerting significant influence. There are big gaps in live streaming by content creator researchers in journals. To fill that gap, researchers tried to create live-streaming research with viewers' perspectives as the central aspect of the topics. The research uses mixed methods to get the answer to the research question. The first stage of the research was doing some literature review to get basic questions for the explorative study; after the explorative study finished, the output included variables possible into the study. The definition of these variables is a basis for creating the questionnaire as an adaptation questionnaire from past literature. The next step is quantitative research with analysis using PLS-SEM with the application Smart PLS 3. The last step is analyzing the data to create the findings while combining qualitative and quantitative results for better results and implications. For the qualitative study, our research involved 19 participants. For quantitative research, the data totals 514 participants. The qualitative research finds the possible significant variable for this research. The research assumes that the independent variables are hedonic motivation, perceived value, experience, interactiveness, physical attractiveness, emotional extremity, and parasocial relationship, which are significant factors in spending intention and happiness. From all these variables, the parasocial relationship is the organism from the stimulus and response of dependent variables in the model of S-O-R. The result of the study is that hedonic motivation and experience do not have a significant relationship with parasocial relationships, while others are fit. The result was found using the p-value and t-statistic to find the relationship of the hypothesis. Furthermore, parasocial relationships have a significant impact on spending intention and happiness. The contribution of this research from a theoretical perspective is that there is a gap between past live-streaming research with different contexts. With the analysis, there are possibilities of different motivations from the viewers with the past research. The possibilities of hedonic motivation can be changed using eudaimonic motivation as the purpose of the research. However, there are inspirational strategies for livestreaming content creators for managerial implementation. They are for individual purposes to know parasocial relationships to strengthen their content to get more engagement for their channel's growth or revenue. For agencies, there are strategies to implement training their content creator talent to have interactivity and awareness about parasocial relationships. For business factors such as a brand wanting to get some advertising via live streaming content, creators need to evaluate their streamer fit with their value in parasocial relationships. The limitations of this research are that the first purpose is to interview the content creator and how they develop their community in their live streaming. However, it is hard to get information to access them, so the researchers reevaluated the plan as impossible if they did not have access to them. However, it has enormous potential in future research because the live-streaming content creator research still lacks papers discussing this with growing industry potential. Future research can be conducted from multiple perspectives, including the audience's viewpoint, the content creator's perspective, and the viewpoint of third parties such as brands or collaborating individuals.