Authors - Shafa Salsabila Risfi Febrian, Ricardo Indra, Aura Meivia Safira Arsya, Aurellia Arthamevia Aisyah Abstract - This study examines the determinants of continuance intention in YouTube live streaming consumption among Indonesian Generation Z, focusing on social interaction, entertainment, passing time, and enjoyment. Drawing upon Uses and Gratifications Theory and Computer-Mediated Communication, this research situates live streaming as an interactive digital environment where audiences actively negotiate social and emotional experiences. A quantitative explanatory survey was conducted among 108 Generation Z subscribers of the Windah Basudara YouTube channel, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social interaction and passing time significantly influence continuance intention, whereas entertainment and enjoyment do not demonstrate significant effects. These results suggest that sustained engagement in live streaming environments is driven more by interactive and habitual gratifications than by purely hedonic motivations. By highlighting the contextual dynamics of Indonesian gaming live streaming, this study extends the application of Uses and Gratifications Theory in synchronous digital media settings and offers practical implications for content creators seeking to strengthen audience retention strategies.
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