How multi-actor resources create value for live streaming platforms: the mediating role of engaged spectators

Abstract

ABSTRACT The development of digital media has led to the emergence of live streaming, a service system that involves multiple parties coexisting, including platforms, spectators, and streamers. The study constructed a framework that elucidates the contributions of different actors toward value creation for streaming platforms, with a specific focus on the pivotal role played by engaged audiences as mediators. Empirical results (N = 454) reveal that platform interactivity, audience psychological engagement, and streamer attractiveness positively influence audience behavioral engagement, which ultimately promotes their value creation inclinations (continuance intention, willingness to tip, and word-of-mouth intention). Additionally, behavioral engagement serves as a mediator, enhancing the impact of diverse resources on platform value co-creation. These findings underscore the importance of understanding the interplay among different actors and the critical role of engaged audiences in value creation for live streaming platforms.