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ORIGINAL RESEARCH article

Front. Psychol.
Sec. Media Psychology
Volume 16 - 2025 | doi: 10.3389/fpsyg.2025.1492832

Investigating the Impact of User Perception and Gamification Elements on Repurchase Decisions in Game Live Broadcasting

Provisionally accepted
Guihua Zhang Guihua Zhang 1Junwei Cao Junwei Cao 2*Mengli Huang Mengli Huang 2Shang Meng Shang Meng 3
  • 1 School of business, Xinyang Normal University, Xinyang, Henan, China
  • 2 School of business, Yangzhou University, Yangzhou, China
  • 3 School of Flight, Anyang Institute of Technology, Anyang, Henan, China

The final, formatted version of the article will be published soon.

    As a branch of online live broadcasting, the development of game live broadcasting is also getting faster and faster. Based on the theory of affordance-psychological outcome-behavioral (A-P-B), this paper introduces three gamification elements of user activity visibility, user level visibility and purchase effect visibility, and three user-perceived experience values of perceived hedonic value, perceived cognitive value and perceived social value to establish the model. After collecting data through questionnaires, an empirical analysis based on partial least squares structural equation modelling (PLS-SEM) was carried out using SPSS and SmartPLS data analysis methods to explore the influencing factors of viewers' repurchase behaviors in game live broadcasting from the perspective of the visibility of gamification elements. The results of this study show that in game live broadcasting, there is a certain influence between the visibility of gamification elements and the perceived value of users, and that the visibility of user activity, the visibility of purchasing effects, and the visibility of user level all have a significant positive effect on the perceived value of the user experience. This study enriches the literature on the business aspects of game live broadcasting and consumer behavior and has a certain significance in guiding live broadcasting business scenarios to improve the re-purchasing behavior of live broadcast viewers.

    Keywords: ：Live Business, Game Live Viewers, A-P-B, affordance, Repurchase

    Received: 08 Sep 2024; Accepted: 09 Jan 2025.

    Copyright: © 2025 Zhang, Cao, Huang and Meng. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

    * Correspondence: Junwei Cao, School of business, Yangzhou University, Yangzhou, China

    Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.