Problematic Use of Live Video Streaming Services: Impact of Personality Traits, Psychological Factors, and Motivations

As technology grows, live video streaming services become a new form of social media, in which everyone is able to live webcast and interact with audiences. Statistics indicate that Internet audiences are viewing more live content than ever before. It is noteworthy live video streaming viewing may become a new form of addicted behavior of technology but literature on such subject is very limited. The purpose of this research is to explore the factors for addictive use of live video streaming services. A total of 338 participants were recruited via an online survey that was designed with five subscales: demographics, psychological factors (life satisfaction and loneliness), Big Five personality traits, motivations, and problematic use of live video streaming services. Results indicated age was not related to addiction, but gender and average watching time per day were related. The personality of agreeableness was negatively related and neuroticism was positively related with the addiction. Motivations for interaction, escapism, and peeking were found related to the addiction.