An Analysis of Online Viewers' Intention to Watch Ethnic Minority Group Cultural Streaming

Ethnic minority groups’ (EMGs) cultural streaming includes unique cultural content, like language, customs, and religion, which is much different from typical live streaming content created by the majority group. Considering the limited researchers focusing on this new trend, the current paper discusses EMG cultural streaming activities and investigates online viewers’ watching intention. To resolve the current issue, this article establishes a theoretical framework based on the Theory of Planned Behaviour and explores viewers’ watching intention from three aspects. Through the partial least squares path modelling and variance-based structural equation modelling, the research outcomes indicate that three influencing factors, including attitude, subjective norm, and perceived behavioural control, positively influence viewers’ watching intentions. The key findings of this research can provide related scholars and EMG live streamers with valuable advice, which is helpful to establish a comfortable cultural streaming environment for EMG live streamers.