Why do female audiences subscribe to these types of streamers? An empirical study on the motivations of Chinese Huya users
The Chinese live-streaming economy is growing at an accelerated pace among young audiences, but the motivations underlying female users lack academic research. Adopting a mixed approach, this study applies the Uses and Gratification Theory to explain the subscription behavior based on the Chinese li...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-11-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1247451/full |