Investigating factors influencing viewers' continued participation in live streaming: from a socio-technical perspective

Live streaming, as a new media, enables viewers to interact with broadcasters or other viewers during live video and co-create video with others. The ease of broadcasting increase competition and hence difficulty in viewer retention. Therefore, this study aims to investigate viewers' continuous intention to actively participate in a live feed broadcast using a combination of socio-technical perspective and commitment-trust theory. Based on structural equation modelling and a sample of 439 participants, the results reveal that social and technical features influence affective commitment and identification trust, which in turn affects the viewer future co-creation behaviour. The results will be useful for broadcasters as well as platform providers. Theoretical and managerial implications are discussed.