TY - JOUR AU - Kongrit, Thanaphol AU - Kiattisin, Supaporn PY - 2023/05/04 Y2 - 2024/03/28 TI - Live Streaming Contents Influencing Game Playing Behavior Among Thailand Gamers JF - Journal of Mobile Multimedia JA - JMM VL - 19 IS - 04 SE - Multimedia Data and Applications on the Next Generation Communication DO - 10.13052/jmm1550-4646.1946 UR - https://journals.riverpublishers.com/index.php/JMM/article/view/13611 SP - 1031-1048 AB - <p>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.</p> ER -