This study aims to examine the factors that jointly affect users’ viewing experiences in livestreaming communication, which is instantaneous, interactive, and social, and overcomes the time and space limitations of traditional communication. but there is lack of clear classification of scene atmosphere, product marketing, and virtual technology as dimensions of online physical presence, and the insufficient categorization of anchor-user interaction as online social presence. Moreover, this study focuses on Generation Z (Gen Z) females as a specific sample, a group that has been underexplored in existing research.
This study used a quantitative research design and was conducted in two phases. In the first phase, a livestreaming satisfaction scale was developed by identifying key factors influencing online presence, with perceived control and emotional experience examined as mediators. In the second phase, a secondorder structural equation model was constructed, integrating uses and gratifications motivations with users’ attitudes, emotions, and cognitions, to systematically assess the determinants of livestreaming satisfaction.
The results of this study suggest that online physical presence (scene atmosphere and product marketing) and online social presence (attribute of interaction between anchor and users) significantly impact Gen Z female livestreaming satisfaction, but virtual technology did not play a significant role. Perceived control (perceived scarcity and perceived technology) and emotional experience (self-identity and triggering) had a mediating effect, but perceived immersion had a non-significant mediating effect.
This study extends the uses and gratifications theory by examining how online presence, emotions, and cognition influence livestreaming satisfaction among young consumers, with particular attention to Gen Z women. By identifying the mediating roles of perceived control and emotional experience, it offers a more nuanced understanding of user behavior in digital interactive environments. The findings underscore the significance of anchor-user interaction and emotional engagement in shaping satisfaction. Overall, this research advances theoretical applications in the livestreaming context by proposing a dynamic, multidimensional framework, while also providing practical implications for platforms and brands seeking to attract, engage, and retain Gen Z female audiences.
