Chinese Youth's Viewing of Game Live and Its Influence on In-Game Consumption behavior

Abstract

The gaming industry in China boasts a massive user base, with 654 million game users and 266 million game live stream viewers. This paper focuses on young gamers in China, exploring the impact of game live streaming on their spending behavior. Specifically, it examines in-app purchases in mobile games. The results suggest that watching game live streams influences both the amount and frequency of in-game spending by gamers.