Determining Dynamic Influence of Human and Machine System on Live-Streaming Addiction: Critical Mediating Mechanisms of Emotional and Functional Attachment

Background: Live streaming has become a globally prevalent form of digital entertainment, particularly among young audiences, fostering new modes of online engagement through real-time interaction. However, excessive use may lead to addictive behaviors in certain users. Current research on live-streaming addiction remains limited, with prior studies focusing primarily on socio-psychological drivers rather than the role of technological affordances. To address this gap, this study develops a conceptual model based on socio-technical systems and attachment theory to investigate how emotional and functional attachment mediate the relationship between platform features and addictive behavior. Methods: A total of 533 valid responses were collected in a cross-sectional survey (mean age = 26.4 years, standard deviation [SD] = 4.7; 53.8% female). Data were analyzed using structural equation modeling (SEM) to test the hypothesized relationships. Additionally, the potential mediating effects of emotional and functional attachment between the platform features and live-streaming addiction were examined using the Bootstrap method. Results: Social factors (perceived interactivity, β = 0.204, p < 0.001; perceived confirmation, β = 0.379, p < 0.001) and technical factors (perceived customization, β = 0.227, p < 0.001; perceived amusement, β = 0.252, p < 0.001; vicarious expression, β = 0.352, p < 0.001) significantly strengthen both emotional and functional attachment, which in turn positively predict live-streaming addiction (emotional attachment: β = 0.468, p < 0.001; functional attachment: β = 0.393, p < 0.001). Furthermore, emotional attachment exerted a stronger influence on addiction than functional attachment. Conclusions: These findings deepen the understanding of live-streaming addiction by integrating socio-technical perspectives and offer practical implications for stakeholders to mitigate negative outcomes through effective strategies.