Using Instagram live-streaming viewers model to derive two types of needs satisfaction

Purpose This study employed the viewer factors of live streamers on Instagram to influence the attachment and flow and then to investigate the impact of live streamer viewers' relatedness needs satisfaction and entertainment needs satisfaction. Design/methodology/approach This study emphasized target audiences who followed live streamers on Instagram. We employed quota sampling to dispatch questionnaires on social media platforms. Therefore, 600 valid samples were collected in Taiwan and analyzed using structural equation modeling. Findings Empirical results show that the major route was from cognitive curiosity positively influencing attachment, then primarily positively affecting followers' relatedness needs satisfaction. The empirical results also indicate that social media dependency positively influenced attachment, then contributing to viewers' entertainment needs satisfaction. Research limitations/implications Future research should explore various social media platforms (e.g. Line, Twitter, YouTube) to compare differences. Studies could also examine cross-national attitudes toward live-streaming and brands due to cultural or religious factors. With more funding, future research should increase sample sizes beyond 600 to reduce statistical bias. Additionally, incorporating homophily between viewers and live streamers into the viewer model on Instagram is recommended for further investigation. Originality/value This study is the novelty to enlarge the influences of emotional connection to two types of needs satisfaction when highlighting that perceived loneliness, cognitive curiosity and social media dependency positively affect needs satisfaction through attachment and flow in live streamer recommendations.