Earticle

초록

영어

A new trend has been emerging in recent years, with video game live streaming becoming a meeting ground for gamers, as well as a marketing strategy for game developers. In line with this trend, the emergence of the “Let’s Play” culture has significantly changed the manner in which people enjoyed video games. In order to academically explore this new experience, this study seeks to answer the following research questions: (1) Does engaging in video game streaming offer the same feeling as playing the game? (2) If so, what are the factors that affect the feeling of telepresence from viewers’ perspective? and (3) How does the feeling of telepresence affect viewers’ learning experience of the streamed game? We generated and empirically tested a comprehensive research model based on the telepresence and consumer learning theories. The research findings revealed that the authenticity and pleasantness of the streamer and the interaction of viewers positively affect telepresence, which in turn is positively associated with the gained knowledge and a positive attitude toward the streamed game. Based on the research findings, various practical implications are discussed for game developers as well as platform providers.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Development of Conceptual Framework
2.1. Personal Streaming Platform and the Emergence of “Let’s Play” Culture
2.2. Theory of Telepresence
2.3. Consumer Learning and Game as Experience Goods
2.4. Conceptual Framework
Ⅲ. Research Model and Hypotheses
3.1. Quality of Streaming Platform
3.2. Characteristics of Streamer
3.3. Characteristics of Viewers
3.4. Telepresence and Consumer Learning
Ⅳ. Research Method
4.1. Measurement Items
4.2. Data Collection and Sample Characteristics
Ⅴ. Data Analysis and Results
5.1. Measurement Model Testing
5.2. Structural Equation Model (SEM) Testing
Ⅵ. Discussion
6.1. Research Findings and Implications
6.2. Theoretical Contribution
6.3. Limitations of the Study and Future Directions

저자

• Kyubin Cho [ Master, Graduate School of Information, Yonsei University, Korea ]
• Choong C. Lee [ Professor, Graduate School of Information, Yonsei University, Korea ]
• Haejung Yun [ Assistant Professor, College of Science & Industry Convergence, Ewha Womans University, Korea ] Corresponding Author

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