Modelling the Effects of Variety-Seeking on WOM in a Livestream Context

This study verifies the effects of fans' perceived variety-seeking on perceived value, attachment, and words of mouth in a live-streaming context. In this study, the questionnaire survey method was used to collect data, and 372 valid samples were obtained through online questionnaire survey. The results of the study found that the respondents' perceived value not only directly affected their words of mouth, but also affected their words of mouth through attachment while the manager didn’t concern variety seeking issue within a live broadcast situation. Moreover, in a live-streaming context, variety seeking do strengthen fans' perceived value-attachment relationships. Based on this, the study suggests that companies should prioritize improving the emotional and social value provided by live broadcasts to gain platform dependence and recognition from fans.