Gamers' Behavioral Intentions for Watching Live Streams of Electronic Games

Document Type : Original Article

Authors

1 Department of Sport Management, Allameh Tabataba'I University of Tehran, Tehran, Iran

2 Shahid Beheshti University, Tehran, Iran.

Abstract

This study aimed to analyze the factors affecting gamers' behavioral intention to watch e-sports live streams, combining the Unified Theory of Acceptance and Use of Technology and Uses and Gratifications Theory models. This study is quantitative, descriptive-correlational, and field-based, conducted with an applied objective. The research population included Iranian esports gamers who were active on live streaming platforms such as Twitch, YouTube, and Facebook Gaming. The data collection tool was a standardized questionnaire developed by Tangsiri et al. (2018), based on the integrated UTAUT and UGT models. The sample size was estimated at 221 using Cochran’s formula and an initial variance of 0.144. In total, 223 fully completed questionnaires were included in the final analysis. Data analysis was performed using structural equation modeling (SEM) with Smart PLS4 software. The findings showed that cognitive needs have a direct impact on increasing performance expectations and strengthening users' behavioral intention. On the other hand, emotional needs and social needs also had a significant effect on the intention to watch live streams. In addition, technology-based factors such as ease of use expectations and social influence play a key role in the acceptance of these platforms. The results emphasize that the development of live streaming platforms requires a combination of educational content (such as professional strategies), social interactions (live chats and interactive events), and user experience optimization (simple interfaces and easy access). This study shows that simultaneous attention to psychological (user needs) and technological (platform efficiency) dimensions can significantly increase gamer engagement.

Keywords

Main Subjects

References

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Journal of New Studies in Sport Management
Volume 7, Issue 2
June 2026
Pages 35-51

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