This study empirically examines the users of a live streaming service focused on celebrities and fandom. It classifies various user motivations, identifies differences in service stickiness and actual purchasing according to user motivation, and examines the influence of service stickiness intervening between user motivation and actual service use. This study adopted a mixed-methods approach, combining qualitative (in-depth interview) and quantitative (online survey) methodologies. In the qualitative stage, we interviewed 30 celebrity live streaming services users, and in the quantitative stage, we collected survey responses from 739 users in nine countries that use VLIVE, a global live celebrity streaming service. The three key findings of this study are as follows. First, the interaction between streamers and users is the primary motivation for service stickiness. Second, three sub-dimensions (frequency, time-spent, and binge-watching) were found to have significant indirect effects after confirming the mediated effect of service stickiness. Third, among the stickiness sub-variables, binge-watching was identified as the primary variable that mediates user motivation and actual use of paid services. These results have key implications for live streaming service providers struggling with user lock-in; more content that offers real-time interactions between streamers and users would be beneficial.

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