Indonesian Viewers' Money Spending Behavior in the Live Streaming Platform: Twitch

نویسندگان

چکیده

Twitch as a live-streaming platform that is growing in popularity Indonesia, space still not easy to navigate for content creators. Most Indonesian creators have been able maximize the earnings they can get from platform. On this platform, earn income through three alternatives, namely: Subscriptions, Bits, and Donations. Many previous studies discussed motivation of viewers spend money, such having emotional connection with creators, wanting achieve rewards, support financially, etc. However, most these focus on only one alternative spending discuss briefly about other alternatives spending. Thus, study would like analyze factors motivate viewer money each This research will be conducted using qualitative methods semi-structured interviews quantitative online surveys. Interviews were 14 respondents. The interview results discovery new motivational factor variable several indicators added into survey collected 203 Those data analyzed by Kruskal Wallis test Multiple Linear Regression SPSS. shows there significant difference Twitch. found was Rewards variable. Moreover, indicates Emotional Connection, Rewards, Supporting Financially, Consistency are four variables influence repurchase intention. With result obtained, help know which area need improve order their more motivated do yet optimal them.

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ژورنال

عنوان ژورنال: Asian Journal of Research in Business and Management

سال: 2022

ISSN: ['2682-8510']

DOI: https://doi.org/10.55057/ajrbm.2022.4.3.38