The effect of loneliness on spending behaviour in livestreams through parasocial relationships
Livestreaming, an interactive form of live broadcast, increased exponentially in viewership during Covid-19 isolation measures, possibly to fill the gap in social interaction caused by isolation measures, and has maintained high interest ever since (Alvarez, 2024). It had gained traction due to its...
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| 格式: | Final Year Project |
| 語言: | English |
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Nanyang Technological University
2025
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| 在線閱讀: | https://hdl.handle.net/10356/183721 |
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| 機構: | Nanyang Technological University |
| 語言: | English |
| 總結: | Livestreaming, an interactive form of live broadcast, increased exponentially in viewership during Covid-19 isolation measures, possibly to fill the gap in social interaction caused by isolation measures, and has maintained high interest ever since (Alvarez, 2024). It had gained traction due to its ability to provide social interactions across borders and from the comfort of one’s home. In order to show support for a livestreamer, viewers are able to spend money to show their support through the platform e.g., “superchats” and “memberships” on YouTube. The unique interaction model between streamers and viewers could also have profound impacts on the formation of parasocial relationships. This study investigates the relationship between loneliness, parasocial relationships (PSR) and financial contribution in the context of livestreaming and establish a model. Thirty-four participants completed an online questionnaire. Loneliness and PSR were significantly negatively and positively correlated to intention to financial contribution in the context of livestreams, respectively. Loneliness was not significantly related to PSR nor mediating effect of PSR on the relationship between loneliness and intention to financially contribute was found. Findings from this project provide insights for our understanding of personal and social factors in financial contribution in livestreams. |
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