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Using Means-End Chains for Analyzing Why Spectators Like Watching Sports Games via Online Live Streaming

Abstract— Thanks to the advances in technology, more and more people are using online live streaming platform to watch sports games. By using a means-end chain (MEC) model and a laddering interview for data collection, this study attempts to explore why spectators watch sports games via online live streaming platform. Results show that the reasons lie in the easy access to information and the feeling of attending a game as provided by online live streaming platforms. Moreover, such platforms offer a variety of watching choices, which means freeing spectators from the limitations of local commercial broadcasting. These results indicate a future trend towards sports broadcasting online in order for spectators to watch games at lower costs in real time and to create a sense of participation, with rich broadcasting content provided.

Index Terms— sport watching behaviours, online live streaming service, means-end chain, laddering interview, Taiwan.

Youhau Chen, Kaili Wang
National Taiwan Sport University, TAIWAN

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Cite: Youhau Chen, Kaili Wang, "Using Means-End Chains for Analyzing Why Spectators Like Watching Sports Games via Online Live Streaming," Proceedings of 2016 6th International Workshop on Computer Science and Engineering, pp. 430-433, Tokyo, 17-19 June, 2016.