The Relationship Among Internet Celebrity Worship, Internet Celebrity Following Behavior, Live Stream Watching Behavior, and the Problematic Live Stream Watching Behavior of Taiwanese Teenagers (68832)

Session Information: Psychology (Media & Design)
Session Chair: Ching Chih Liao

Saturday, 1 April 2023 16:25
Session: Session 4
Room: Room 703
Presentation Type:Oral Presentation

All presentation times are UTC + 9 (Asia/Tokyo)

This study selects 490 junior high school students, 926 senior high school students, and 1,416 junior-senior school students in Taiwan as the research subjects, and applies a watching live streams questionnaire for teenagers, an Internet celebrity worship scale, live stream watching behavior scale, Internet celebrity following behavior scale, and a problematic live stream watching behavior scale for testing, and the data are analyzed by structural equation modeling.
The results show that: (1) 60% of junior-senior high school students in Taiwan like using their mobile phones at home and watching live streams by themselves, most of them watch live streams at zero cost, and mainly watch e-sports live streams and star live streams; (2) The hypothesis model proposed in this study assumed that there is a significant relationship between Internet celebrity worship, the watching live streaming behavior, Internet celebrity following behavior, and the problematic live stream watching behavior. The adaptation values are χ2 (59, n=1416) =9.596, p=0.000, GFI=0.941, CFI=0.970, and RMSEA=0.078, and the adaptation result is ideal; (3) The indirect effects of Internet celebrity worshipping on the problematic live stream watching behavior, watching live stream behavior on the problematic live stream watching behavior, and Internet celebrity worshipping on Internet celebrity following behavior were .44, 039, and .03, respectively. Finally, the results of this study are discussed, and suggestions for schools, adolescents, and future research are put forward.

Fu-Yuan Hong, Institute Graduate of Physical Education, Taiwan

About the Presenter(s)
Professor Fu-Yuan Hong is a University Professor/Principal Lecturer at Professor and director of Institute Graduate of Physical Education in Taiwan

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Posted by Clive Staples Lewis

Last updated: 2023-02-23 23:45:00