Thestudy"Whatdriveslive-streamusageintention:Theperspectivesofflow,entertainment,socialinteraction,andendorsement"exploresthekeyfactorsinfluencingusers'intentiontoengagewithlive-streamingplatforms.Itexamineshowelementslikeflowexperience(astateofdeepengagementandenjoyment),entertainmentvalue,opportunitiesforsocialinteraction,andendorsements(suchasinfluencerorbrandrecommendations)collectivelyshapeuserbehavior.Byanalyzingthesedimensions,theresearchprovidesvaluableinsightsintothemotivationsbehindlive-streamingadoptionandusage,offeringpracticalimplicationsforplatformdevelopers,marketers,andcontentcreatorsaimingtoenhanceuserengagementandsatisfaction.
