Abstract
In this study, we divide various behaviors of live-streaming viewers into non-creating, contributing and money-support three levels to exploring the influencing factors of live-streaming viewers’ participation intention. Streamers being the source of information in the virtual live-streaming room, their traits or the messages they transmitted deeply affect the viewers’ psychological state and behaviors that the viewers may act on the live-streaming platform. In addition, since the interactive mode of live-streaming program is that the streamer needs to face a large number of viewers in the same time, which means there is almost no direct interaction between the streamer and the viewers. The viewers only mostly imagine the interactive relationship between the two parties. In summary, we investigate the interaction of source credibility model, para-social interaction, cognitive load and the consequent outcome of participation intention for live-streaming platforms.
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