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What Motivates Introverted Streamers? A Study from twitch.tv |
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| รหัสดีโอไอ | |
| Creator | Nanop Samatthiyadeekul |
| Title | What Motivates Introverted Streamers? A Study from twitch.tv |
| Contributor | Manjiri Kunte |
| Publisher | Stamford International University Thailand |
| Publication Year | 2563 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 7 |
| Journal No. | 1 |
| Page no. | 1-13 |
| Keyword | Live Streaming, Motivation, Needs, Personality Types, Twitch.tv |
| URL Website | http://ajmi.stamford.edu |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Live streaming is driven by the motivation of individuals to get their content out into the world. It is notable how individuals who usually do not enjoy the company of large groups of people overcome this inherent conflict and nonetheless do it. Given the different personalities of streamers, one big question is the role that needs play in the motivation of streamers. To address this issue and determine the types of needs that affect motivation at work, this study uses the self-determination theory and personality types (introverts and extroverts) to analyze the data collected from 392 Twitch.tv streamer responses. The results show that there is a significant relationship between needs and motivation in live streaming and that personality type does have a moderating effect on this relationship. Even though this study could not establish support for all hypothesized relationships, it still provides good reference material for future studies to be used as a baseline for deeper research. |
