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Xiaoyun Jia

Doctor of Philosophy, (Information Technology)
Study Completed: 2021
College of Sciences


Thesis Title
Online users' behaviours and behavioural intentions with reference to live streaming

Live streaming has become popular globally and is novel as it allows instant interaction between streamers and viewers. As live streaming has grown, it has become a new social commerce venue and lucrative business. Miss Jia conducted two qualitative studies and two quantitative studies to investigate streamers’ and viewers’ online behaviours and behavioural intentions. Through multiple triangulation, she explored how streamers interact with viewers. She also developed two conceptual models to investigate why viewers continue to watch live streams. These models can explain and predict continuance behaviours and can be used in broad online and technology-related contexts. Miss Jia’s research improves our understanding of users’ behaviours and behavioural intentions in live streaming. Her insights could improve the design, functions, and marketing of live streaming platforms.

Professor Ruili Wang
Professor James Liu