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http://dx.doi.org/10.14400/JDC.2019.17.4.267

A Study on Positive Effects of Personal Game Broadcasting : Focusing on Game Efficacy  

Choe, Min-Ji (Department of Interaction Design, PHallym University)
Noh, Ghee-Young (Media School, Hallym University)
Publication Information
Journal of Digital Convergence / v.17, no.4, 2019 , pp. 267-278 More about this Journal
Abstract
The purpose of this study is to verify empirically the effects of BJ worship and perceived homophily on game efficacy through mediating effect of loyalty to viewing. 485 participants who had watched personal game broadcasting were collected as a sample through an online survey and the collected data were analyzed through structural equation modeling. The research model assuming full mediating effect and the alternative model assuming partial mediating effect were compared and bootstrapping was performed to analyze direct and indirect effects between variables. The results showed BJ worship and perceived homophily had significant effects on game efficacy through the full mediated effect of loyalty to viewing. The noteworthy contribution of this study is to verify how viewing personal game broadcasting has a significant impact on the formation of game efficacy and then ultimately provide positive perception of BJ.
Keywords
Personal Game Broadcasting; BJ Worship; Perceived Homophily; Loyalty to Viewing; Game Efficacy; Full Mediating Effect;
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