Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model

As a new economic innovation, live streamers have widely accepted video streaming technology combined with specific business activities in real time. To predict live streamers’ continuous streaming marketing intention on live streaming platforms, the study refers to the theory of planned behaviour (TPB) and designs influencing factors from attitude, subjective norm, and perceived behavioural control. Meanwhile, given the interactive nature of live streaming platforms, the paper divides the subjective norm into online and offline subjective norms and considers the influence both from online and offline communities. The data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM) shows that attitude, online subjective norm, offline subjective norm, and perceived control towards the continuous streaming marketing have positive relationships with live streamers’ continuous streaming marketing intention and result in their final behaviours. Related scholars and platform managers should consider the impact of online and offline subjective norms when they analyse live streamers’ marketing psychology. Properly guiding live streamers to carry out marketing activities can not only be beneficial to their mental health but also contribute to the stable development of live streaming economy.