Live Streaming Contents Influencing Game Playing Behavior Among Thailand Gamers


  • Thanaphol Kongrit Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Thailand
  • Supaporn Kiattisin Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Thailand



online games, social interaction, theory of planned behavior (TPB)


This paper studies online game engagement in Thailand gaming communities. ‘Planned Behavior’ is the theory used in this study and it explains factors in order to determine the sustainability of the online gaming business. The theoretical research model of the paper focuses on flow experience, human-computer interaction, social interaction, and perceived enjoyment. A quantitative method has been used to measure the implications and data was collected from 800 participants’ online gamer via streaming tournament. The key findings show that the conveyed player attitudes and the flow experience have a positive influence on players’ continued intention to play an online game via Live-streaming. Hence Live-streaming is also an online game community connector and can be used as an indicator on the engagement of a sustainable game industry.


Download data is not yet available.

Author Biographies

Thanaphol Kongrit, Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Thailand

Thanaphol Kongrit received the B.BA. degree in Marketing from Bangkok University, Thailand in 2004. He received the M.SC. degree in Management information system from Chulalongkorn University in 2009. He is currently the Regional Director of Krafton Inc. Southeast Asia branch, Thailand. He is currently a Ph.D. student in Technology of Information System Management. His areas of research interests are Information Technology Management and Marketing Management.

Supaporn Kiattisin, Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Thailand

Supaporn Kiattisin received the B.Eng. degree in Applied Computer Engineering from the Chiang Mai University, Chiang Mai, Thailand, in 1995, the M.Eng. degree in Electrical Engineering, and the Ph.D. degree in Electrical and Computer Engineering from King Mongkut’s University of Technology Thonburi, Bangkok, Thailand, in 1998, and 2006. She is currently working as the program director of Technology of Information System Management Division, Faculty of Engineering, Mahidol University, Thailand. Her research interests include computer vision, image processing, robot vision, signal processing, pattern recognition, artificial intelligence, IoT, IT management, digital technologies, big data, and enterprise architecture with TOGAF 9 certified. She is also a member of IEICE and TESA. She has previously served as the Head of IEEE Thailand Chapter in Bio Medical Engineering and the Chairman of the TimesSOC Transaction Thailand as well. She is an expert of Enterprise Architecture (EA), data sciences, information technology in E-government and digital economy (DE).


M. Carter, M. Gibbs, and M. Arnold, ‘The demarcation problem in multiplayer games: Boundary-work in EVE online’s eSport. Game Studies, 15(1), 2015.

J. Long, T. Liu, Y. Liu, W. Hao, P. Maurage, and J. Billieux, ‘Prevalence and Correlates of Problematic Online Gaming: a Systematic Review of the Evidence Published in Chinese. Current Addiction Reports’, Vol. 5(3), pp. 359–371, 2018.

C. L. Hsu, and H. P. Lu, ‘Consumer behavior in online game communities: A motivational factor perspective’, Computers in Human Behavior, Vol. 23(3), pp. 1642–1659, 2017.

J. Weustink, ‘Gaming in Southeast Asia: The Playing, Spending & Viewing Behavior of a Fast-Growing Games Market., 2020.

A. Marchand, and T. Hennig-Thurau, ‘Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities’, Journal of Interactive Marketing, Vol. 27(3), pp. 141–157, 2013.

M. Johnson, and J. Woodcock, ‘The impacts of live streaming and on the video game industry’, Media, Culture and Society, Vol. 41(5), pp. 670–688, 2019.

M. Sjöblom, and J. Hamari, ‘Why do people watch others play video games? An empirical study on the motivations of Twitch users’, Computers in Human Behavior, Vol. 75, pp. 985–996, 2017.

Z. Hilvert-Bruce, J. T. Neill, M. Sjöblom, and J. Hamari, ‘Social motivations of live-streaming viewer engagement on Twitch’, Computers in Human Behavior, Vol. 84, pp. 58–67, 2018.

P. R. Todd, and J. Melancon, ‘Gender and live-streaming: source credibility and motivation’, Journal of Research in Interactive Marketing, Vol. 12(1), pp. 79–93, 2018.

J. A. C. Vera, and J. M. A. Terrón, ‘The esports ecosystem: Stakeholders and trends in a new show business’, Catalan Journal of Communication and Cultural Studies, Vol. 11(1), pp. 3–22, 2019.

S. Kemp, ‘Digital 2020: Thailand’,, 2020.

G. Fernandes, ‘Navigating the World’s Fastest-Growing Games Market: Insights into Southeast Asia’,, 2019.

I. Ajzen, ‘The Theory of Planned Behavior’, Organizational Behavior and Human Decision Process’, Vol. 50, pp. 179–211, 1991.

E. Katz, ‘The Two-Step Flow of Communication: An Up-To-Date Report on an Hypothesis’, Public Opinion Quarterly, 21(1, Anniversary Issue Devoted to Twenty Years of Public Opinion Research), Vol. 61, 1957.

P.F. Lazarsfeld, B. Berelson, and H. Gaudet, ‘The Peoples Choice: How the Voter Makes up His Mind in a Presidential Campaign’, Duell, Sloan and Pearce, New York, 1994.

I. Ajzen, M. Fishbein, ‘Understanding Attitudes and Predicting Social Behaviour’, Prentice-Hall, Englewood-Cliffs, NJ, 1980.

A. Alzahrani, I. Mahmud, I. Ramayah, O. Alfarraj, and N. Alalwan, ‘Extending the theory of planned behavior (TPB) to explain online game playing among Malaysian undergraduate students’, Telematics and Informatics, Vol. 34(4), pp. 239–251, 2017.

M. C. Lee, ‘Understanding the behavioural intention to play online games: An extension of the theory of planned behaviour’, Online Information Review, Vol. 33(5), pp. 849–872, 2009.

M. C. Lee, and T. R. Tsai, ‘What Drives People to Continue to Play Online Games? An Extension of Technology Model and Theory of Planned Behavior’, International Journal of Human-Computer Interaction, Vol. 26(6), pp. 601–620, 2010.

F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, ‘User Acceptance of Computer Technology: A Comparison of Two Theoretical Models’, Management Science, Vol. 35(8), pp. 982–1003, 1989.

J. C. Hong, M. Y. Hwang, C. K. Wang, T. F. Hsu, Y. J. Chen, and C. H. Chan, ‘Effect of self-worth and parenting style on the planned behavior in an online moral game’, Turkish Online Journal of Educational Technology, Vol. 10(2), pp. 82–90, 2001.

A. Kartas, and S. Goode, ‘Use, perceived deterrence and the role of software piracy in video game console adoption’, Information Systems Frontiers, Vol. 14(2), pp. 261–277, 2012.

S. A. Brown, A. P. Massey, M. M. Montoya-Weiss, and J. R. Burkman, ‘Do I really have to? User acceptance of mandated technology’, European Journal of Information Systems, Vol. 11(4), pp. 283–295, 2002.

W. H. Delone, and E. R. McLean. ‘The quest for the dependent variable’, Information Systems Research. Information System Research, Vol. 3(1), pp. 60–95, 1992.

F. D. Davis, R. P. Bagozzi, and P. R. Warshaw, ‘Extrinsic and Intrinsic Motivation to Use Computers in the Workplace’, Journal of Applied Social Psychology, Vol. 22(14), pp. 1111–1132, 1992.

S. Sheppard, C. Rouff, In Encyclopaedia of Software Engineering, Wiley, New York, (Vol. 2), 1994.

E.S.T. Wang, ‘Perceived control and gender difference on the relationship between trialability and intent to play new online games’, Computer Human Behavior, Vol. 30, pp. 315–320, 2014.

J. F. Hair, M. Sarstedt, L. Hopkins, and V. G. Kuppelwieser, ‘Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research’, European Business Review, Vol. 26(2), pp. 106–121, 2014.

C. Fornell, and D. F. Larcker, ‘Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics’, Journal of Marketing Research, Vol. 18(3), pp. 382, 1981.

J. Hair, W. Black, B. Babin, R. Anderson, ‘Multivariate data analysis. Upper Saddle River’, NJ: Prentice Hall, 2009.

H. Yanto, and B. S. Muzzammil, ‘A long way to implement environmental reporting in Indonesian Mining companies’, International Journal of Applied Business and Economic Research, Vol. 14(10), pp. 6493–6513, 2016.

J. Chen, ‘Flow in games (and everything else)’, Communications of the ACM, Vol. 50(4), pp. 31–34, 2007.

I. C. Chang, C. C. Liu, and K. Chen, ‘The effects of hedonic/utilitarian expectations and social influence on continuance intention to play online games’, Internet Research, Vol. 24(1), pp. 21–45, 2014.

J. Koivisto, and J. Hamari, ‘Demographic differences in perceived benefits from gamification’, Computers in Human Behavior, Vol. 35, pp. 179–188, 2014.

S. Y. Lee, ‘Interpersonal influence on online game choices’, Computers in Human Behavior, Vol. 45, pp. 129–136, 2015.




How to Cite

Kongrit, T. ., & Kiattisin, S. . (2023). Live Streaming Contents Influencing Game Playing Behavior Among Thailand Gamers. Journal of Mobile Multimedia, 19(04), 1031–1048.



Multimedia Data and Applications on the Next Generation Communication