Key points are not available for this paper at this time.
Purpose The study aims to examine the relationships among personality traits (i.e. the Big Five personality traits and locus of control), self-perceived facial attractiveness, motivations (i.e. intrinsic and extrinsic motivation) and intention toward live stream broadcasting. It also investigates the moderating role of perceived behavioral control in the relationship between motivations and intention. Design/methodology/approach Data collected from a sample of 637 participants are used to examine the research model and test the hypotheses with the employment of partial least squares structural equation modeling. Findings The study shows that motivations and perceived behavioral control are significant predictors of intention. Perceived behavioral control has a significant moderating effect between motivations and intention. Intrinsic motivation is positively influenced by self-perceived facial attractiveness, agreeableness, extraversion and internal locus of control, while extrinsic motivation is positively predicted by self-perceived facial attractiveness, conscientiousness and extraversion. Originality/value This study enhances our understanding of the determinants of intention toward live stream broadcasting by exploring its relationships with motivations, self-perceived facial attractiveness and personality, as well as the moderating effects of perceived behavioral control.
Lin et al. (Thu,) studied this question.