Major Factors Influencing Watching Game Streaming in Thailand: A Case Study of Multiplayers Online Battle Arena (MOBA) Game and What Motivates People Spectating Their Play

Abstract

This study aims to identify major factors influencing people watching game streaming in Thailand: a case study of Multiplayers Online Battle Arena (MOBA) Game and What Motivates People Spectating Their Play. The study is conducted as a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to analyze the reliability of the survey questionnaire undertaken during the research period, demographic information, and hypotheses testing respectively. The survey was conducted to 400 Thai’s game streaming viewers who have previously watched MOBA game streaming. The research study uses non-probability sampling techniques consisted of Convenience Sampling (Using Google Form) and Snowball Sampling for collecting data. The finding of the study show that there are four variables that significantly influenced on watching intention. These variables are sex appeal, humor appeal, interactivity, and the skills of the players.

Keywords: Game Streaming, Watching Intention, Sex appeal, Humor appeal, Interactivity, Skills of the players, MOBA game, online Streaming, Game Streamers

JEL Classification: M00, M30, M31