Ethnic minority group live streamers’ cultural streaming intentions in the live streaming economy: an integration of TAM and TPB

Purpose This study pays much attention to ethnic minority group (EMG) live streamers on live streaming platforms and discusses their cultural streaming intentions in the live streaming economy. Because of the improvement in video streaming technology, many EMG live streamers are interested in transferring their cultural resources to video streaming content, aiming to enrich their online marketing strategies. Design/methodology/approach To understand EMG live streamers’ cultural streaming intentions in a completely new technological environment, this study proposes several hypotheses based on the solid integration of the theory of planned behaviour (TPB) and the technology acceptance model (TAM). Findings Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the data analysis results claim that five factors, including attitude, subjective norm, perceived control, perceived usefulness and perceived ease of use, have positive relationships with EMG live streamers’ cultural streaming intention, leading them to promote EMG cultural streaming on live streaming platforms. Originality/value According to the importance-performance map analysis (IPMA), perceived ease of use is more important for EMGs’ cultural streaming attitude and intention, compared with other influencing factors. This research design is helpful for relevant scholars to focus on the unique group of EMG live streamers and produce valuable strategies to encourage their cultural streaming activities.