CONSUMER USE OF SOCIAL LIVE STREAMING SERVICES: THE INFLUENCE OF CO-EXPERIENCE AND EFFECTANCE ON ENJOYMENT

Social live streaming services (SLSS) have emerged as a new type of hedonic social media. SLSS allow users to watch and broadcast video streams in real-time, fostering sociability through synchronous communication via chat channels. While the extant literature has mostly examined producers’ use of SLSS, the consumer perspective has been underexplored. Prior research has identified perceived enjoyment as consumers’ primary motivation to use...