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WhyDoWeTwitch?_KohlsThesis.pdf (453.95 KB)

ETD Abstract Container

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Why Do We Twitch? A Study into the Phenomenon of Voyeuristic Consumption

Kohls, Harper
http://orcid.org/0000-0001-8864-6436
http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556281432852513

Abstract Details

2019, Bachelor of Business Administration (BBA), Ohio University, Business Administration.
Purpose: This paper aims to examine the phenomenon of voyeuristic consumption through the context of the video game streaming platform Twitch. Voyeuristic consumption is a consumption activity where one observes someone else performing the activity and experiences the same enjoyment as to that which they would experience performing the activity themselves. Twitch is a culturally prevalent example of this phenomenon. Design: Research was done in four distinct parts: a literature review, naturalistic inquiry, semi- structured qualitative research, and a two-condition, between subjects field experiment. Findings: This research furthers the definition of voyeuristic consumption within the context of Twitch. It finds that Twitch’s ability to play different roles for different users attributes to its success. It also shows that voyeuristic consumption can produce the same levels of enjoyment as the active consumption activity that it replicates. Originality: Voyeuristic consumption has only been examined once prior to this research and within a different context. Thus, this research builds out the phenomenon and creates avenues for future research.
Jacob Hiler (Advisor)
89 p.
Marketing
Voyeuristic Consumption, Active Consumption, Consumer Experience

Recommended Citations

Citations

  • Kohls, H. (2019). Why Do We Twitch? A Study into the Phenomenon of Voyeuristic Consumption [Undergraduate thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556281432852513

    APA Style (7th edition)

  • Kohls, Harper. Why Do We Twitch? A Study into the Phenomenon of Voyeuristic Consumption. 2019. Ohio University, Undergraduate thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556281432852513.

    MLA Style (8th edition)

  • Kohls, Harper. "Why Do We Twitch? A Study into the Phenomenon of Voyeuristic Consumption." Undergraduate thesis, Ohio University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1556281432852513

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Ohio University Honors Tutorial College and OhioLINK.