Factors Influencing the Use of Sports Live Streaming Video Services Based on the Hedonism Model

Numerous people were hurt and killed in the disaster at the Malang Kanjuruhan Stadium on October 1, 2022. Conversely, the usability of Video Live Streaming Services has been around for a long time. Recently, more people are turning to the internet and digital platforms to watch sporting events rather than the conventional way. It is the background of this research. Based on previous studies, the discussion of technology implemented to engage audiences, the Video Live Streaming Services, and real-time interaction usage models are used to see engagement from the audience. However, this research aims to gain more in-depth insights into the hedonistic side of a person’s nature and audiences’ interest in watching sports content using video streaming. For that reason, this research uses a quantitative method with Structural Equation Modeling - Partial Least Squares (SEM-PLS) to explore the influence factors of the usage of video live streaming in sports. A total of 351 respondents were collected for this study using Google Form. 273 respondents enjoyed watching content through video streaming, 220 respondents enjoyed watching video streaming for sports, but only 194 were valid through appropriate screening and outlier removal. The results of this study will be useful for the improvement of video streaming services and the development of the hedonism model.