Exploring factors affecting viewers’ intention to continuously watch game streaming by the theory of planned behaviour

Benefiting from the interactive feature on game streaming platforms, online viewers can have frequent real-time communication with live streamers and continuously watch video game streaming content. To explore online viewers’ intention to continuously watch game streaming content, this study draws on the theory of planned behaviour (TPB) and divides subjective norms into online and offline subjective norms based on the essential impact of live streamers and other viewers. According to the research results via the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), four influencing factors, including attitudes, online subjective norms, offline subjective norms, and perceived control, positively affect online viewers’ continuous watching intention and result in their final watching behaviours. Online and offline subjective norms positively affect online viewers’ attitudes towards continuous watching, which existing scholars have ignored. To build a healthy game streaming platform, scholars and platform designers need to focus on both platform performance improvement and audience addiction issues. Considering the two sides of continuous watching behaviours, only by finding a balance between them can relevant industries promote the sustainable development of the video game streaming economy.