Open Access Journal Article

Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model

by Lifu Li a,*  and  Xiaofeng Wang b
a
Faculty of Business, City University of Macau, Macau, China
b
Zhengzhou Technical College, Zhengzhou, China
*
Author to whom correspondence should be addressed.
JIE  2025 3(1):43; https://doi.org/10.58567/jie03010002
Received: 13 January 2025 / Accepted: 3 March 2025 / Published Online: 7 March 2025
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Abstract

As a new economic innovation, live streamers have widely accepted video streaming technology combined with specific business activities in real time. To predict live streamers’ continuous streaming marketing intention on live streaming platforms, the study refers to the theory of planned behaviour (TPB) and designs influencing factors from attitude, subjective norm, and perceived behavioural control. Meanwhile, given the interactive nature of live streaming platforms, the paper divides the subjective norm into online and offline subjective norms and considers the influence both from online and offline communities. The data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM) shows that attitude, online subjective norm, offline subjective norm, and perceived control towards the continuous streaming marketing have positive relationships with live streamers’ continuous streaming marketing intention and result in their final behaviours. Related scholars and platform managers should consider the impact of online and offline subjective norms when they analyse live streamers’ marketing psychology. Properly guiding live streamers to carry out marketing activities can not only be beneficial to their mental health but also contribute to the stable development of live streaming economy.

Keywords: Video Streaming Technology; Chinese Live Streamers; Continuous Streaming Marketing; Online Subjective Norm; TPB Model;
Copyright: © 2025 by Li and Wang. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
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APA Style
Li, L., & Wang, X. (2025). Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics, 3(1), 43. doi:10.58567/jie03010002
ACS Style
Li, L.; Wang, X. Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics, 2025, 3, 43. doi:10.58567/jie03010002
AMA Style
Li L, Wang X. Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics; 2025, 3(1):43. doi:10.58567/jie03010002
Chicago/Turabian Style
Li, Lifu; Wang, Xiaofeng 2025. "Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model" Journal of Information Economics 3, no.1:43. doi:10.58567/jie03010002

Funding

Foundation of Henan Educational Committee (2024SJGLX0634)

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ACS Style
Li, L.; Wang, X. Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics, 2025, 3, 43. doi:10.58567/jie03010002
AMA Style
Li L, Wang X. Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics; 2025, 3(1):43. doi:10.58567/jie03010002
Chicago/Turabian Style
Li, Lifu; Wang, Xiaofeng 2025. "Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model" Journal of Information Economics 3, no.1:43. doi:10.58567/jie03010002
APA style
Li, L., & Wang, X. (2025). Predicting Live Streamers’ Continuous Streaming Marketing Intention via the Extended TPB Model. Journal of Information Economics, 3(1), 43. doi:10.58567/jie03010002

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