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Jian Yi Teoh

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Understanding factors influencing viewers’ intention to watch video game live streaming on Twitch: Combined use of PLS-SEM and NCA

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By Kian Yeik Koay, Man Lai Cheung, Hang Seng, Jian Yi Teoh
| First Monday Verified
Abstract This study aims to propose and test an integrated model of the theory of planned behaviour (TPB) and uses and gratifications theory (U&G) to understand viewers’ intention to watch video game live streaming on Twitch. Data are collected from 207 Twitch users and analysed using partial least squares structural equation modelling (PLS-SEM) and necessary condition analysis (NCA). Based on the PLS-SEM results, attitudes and subjective norm have a significant positive influence on intention.
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