Continuance intention to use audio live-streaming applications: Understanding the influence of gratifications-technology fit and gratifications obtained

Abstract

Given that different social media platforms satisfy different uses and gratifications, understanding why users intend to continue to use them is important for practitioners and academics alike. This research provides an empirical perspective on the antecedents of the continuance behavior of using audio live-streaming services, applying the uses and gratifications theory combined with other factors from the perspectives of the task-technology fit model and social presence theory. The sample consisted of 200 members of three clubs in the Clubhouse application. Structural equation modeling was employed to test the research model. The results indicate that escapism, sociability, entertainment, and information gratifications are associated with the intention of continuance use behavior. The results further reveal that the gratifications-technology fit influences all the gratifications obtained from using audio live-streaming services. The implications for both theory and practice are provided based on the findings.