Understanding viewers' information-sharing in live-streaming based on a motivation perspective

Purpose This study aims to understand how information-sharing in live-streaming is formed through a motivational perspective. The authors provide a framework to explain how live-streaming services and attachment affect viewers' information-sharing decision. Design/methodology/approach This study uses a survey-based method to collect data and partial least squares to analyze them. Findings The proposed hypotheses are largely supported. The results show that information-sharing intention is influenced by both attachment to a creator and attachment to a group. These attachments are positively affected by live-streaming services. The findings contribute to live-streaming literature by conceptualizing motivation and motivational feedback as service and attachment respectively. Practical implications The findings suggest that live-streaming managers emphasize social-technical features and relationship development with others (creators, group members) to motivate viewers' participation in live-streaming. Originality/value This study addresses the gap of lacking a systematic consideration of motivation in the live-streaming context. As such, the authors conducted empirical research that describes the information-sharing through the motivation from service and feedback from attachment.