Earticle

초록

영어

Live streaming has been increasingly linked to high-profile incidents of deviant content production, yet academic understanding of the conditions that produce streamers’ deviant intention remains fragmented and largely variable-centered. Drawing on integrated deterrence theory, self-control theory, and Wikström’s situational action framework, this study examines the deviant streaming intention of 195 active streamers on a major Korean live-streaming platform using fuzzy-set qualitative comparative analysis (fsQCA). Seven conditions—formal platform sanction salience, anticipated shame, social criticism, low self-control, moral belief, viewer-driven normative pressure, and perceived deviant reward—are organized into three theoretical blocks and examined configurationally. Three findings reframe the phenomenon. First, viewer pressure and perceived reward function as necessary conditions for high deviant intention (consistencies of 0.95 and 0.91, respectively), positioning the platform’s attention economy as a structural prerequisite rather than a secondary consideration in the rational-choice calculus. Second, no single configuration is sufficient for high intention even at relaxed consistency thresholds—a pattern of disorganized causation above the necessary- condition substrate. Third, five distinct configurations are sufficient for low intention (solution consistency = 0.86, coverage = 0.77), none of which is the logical negation of pathways to high intention, confirming asymmetric causation. A subgroup analysisfurther reveals that moral belief becomes a necessary condition for low intention among high-tenure streamers, indicating that causal structure shifts with career stage. The findings extend deterrence theory into the platform economy and offer configuration-specific intervention strategies that move beyond uniform sanction-intensification approaches.

목차

Abstract
1. Introduction
1.1 The Deviant Streaming Phenomenon
1.2 The Limitations of Existing Explanatory Frameworks
1.3 A Configurational Approach
2. Theoretical Background
2.1 Deviant Streaming as a Platform-Specific Form of Digital Deviance
2.2 The Deterrence Block: Formal and Informal Sanction Perceptions
2.3 The Incentive and Normative Block: Reward Perceptions and Viewer-Driven Norms
2.4 The Internal Control Block: Dispositional and Moral Boundary Conditions
2.5 A Configurational Integration
3. Method
3.1 Scenario Development
3.2 Data collection
3.3 Measures
3.4 Reliability and Validity
3.5 Analytical Procedure
4. Results
4.1 Calibration
4.2 Necessary Condition Analysis
4.3 Sufficiency Analysis: High Deviant Streaming Intention
4.4 Sufficiency Analysis: Low Deviant Streaming Intention
4.5 Robustness Checks
4.6 Subgroup Analysis: Tenure as a Theoretical Moderator
5. Discussion
5.1 Summary of Findings
5.2 Theoretical Contributions
5.3 Practical Implications
5.4 Limitations and Future Research
References

키워드

저자

• Seong Wook Chae [ Associate Professor, Department of Digital Finance and Management, Hoseo University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005