From Viewing to Playing: The Influence of Streamer, Content, and Platform Quality in Game Live Streaming

The popularity of game live streaming has notably increased in recent years. This study investigates factors affecting viewers' continuous intention to watch game live streams and their intention to play games, using Flow Theory as a framework. It examines three key categories: streamer characteristics (interactivity, streamer skills, social presence), content quality (entertainment, informativeness), and platform quality (technology & functional quality, security). Additionally, the study explores how continuous watching intention influences game play intention. Data from 470 respondents was analyzed using partial least squares structural equation modeling. The findings reveal that interactivity, social presence, entertainment, technology & functional quality, and security positively impact flow experience, while streamer skills and informativeness do not. Flow experience significantly affects continuous watching intention, which in turn influences the intention to play games. These results provide valuable theoretical insights into live streaming research and practical guidance for streamers, platform developers, and game companies.