Exploring influence attempts, wishful identification, parasocial relationships, and behavioral loyalty among Thai game live - streamers and their viewers

Abstract

This study examines the impact of influence attempts, wishful identification (WI), and parasocial interaction (PSI) on parasocial relationships (PSR) and behavioral loyalty in the context of game live-streaming. Data were collected from 400 respondents using survey research. Multiple regression and hierarchical regression analysis were employed to test the research question and hypotheses. The results indicate that influence attempts, WI, and PSI significantly can predict PSR and behavioral loyalty. These findings contribute to the field of game live-streaming research and provide insights for live-streamers to enhance viewer relationships.