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It also investigates the moderating role of perceived behavioral control in the relationship between motivations and intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data collected from a sample of 637 participants are used to examine the research model and test the hypotheses with the employment of partial least squares structural equation modeling.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The study shows that motivations and perceived behavioral control are significant predictors of intention. Perceived behavioral control has a significant moderating effect between motivations and intention. Intrinsic motivation is positively influenced by self-perceived facial attractiveness, agreeableness, extraversion and internal locus of control, while extrinsic motivation is positively predicted by self-perceived facial attractiveness, conscientiousness and extraversion.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study enhances our understanding of the determinants of intention toward live stream broadcasting by exploring its relationships with motivations, self-perceived facial attractiveness and personality, as well as the moderating effects of perceived behavioral control.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-10-2020-0466","type":"journal-article","created":{"date-parts":[[2021,5,6]],"date-time":"2021-05-06T21:21:51Z","timestamp":1620336111000},"page":"1268-1289","source":"Crossref","is-referenced-by-count":31,"title":["What drives people's intention toward live stream broadcasting"],"prefix":"10.1108","volume":"45","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8572-7492","authenticated-orcid":false,"given":"Guan-Yu","family":"Lin","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0161-5520","authenticated-orcid":false,"given":"Yi-Shun","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2096-6801","authenticated-orcid":false,"given":"Yu-Min","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-7337-9408","authenticated-orcid":false,"given":"Meng-Hsuan","family":"Lee","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2021,5,10]]},"reference":[{"issue":"5","key":"key2021101908520533100_ref001","first-page":"346","article-title":"Integrating technology acceptance model and motivational model towards intention to adopt accounting information system","volume":"2","year":"2015","journal-title":"International Journal of Management, Accounting and Economics"},{"issue":"2","key":"key2021101908520533100_ref002","doi-asserted-by":"crossref","first-page":"1350","DOI":"10.1111\/ecin.12173","article-title":"Locus of control and job turnover","volume":"53","year":"2015","journal-title":"Economic Inquiry"},{"key":"key2021101908520533100_ref003","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"issue":"4","key":"key2021101908520533100_ref004","doi-asserted-by":"crossref","first-page":"665","DOI":"10.1111\/j.1559-1816.2002.tb00236.x","article-title":"Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior","volume":"32","year":"2002","journal-title":"Journal of Applied Social Psychology"},{"issue":"4","key":"key2021101908520533100_ref005","doi-asserted-by":"crossref","first-page":"291","DOI":"10.1007\/s10805-015-9241-7","article-title":"Predicting accounting students' intentions to engage in software and music piracy","volume":"13","year":"2015","journal-title":"Journal of Academic Ethics"},{"issue":"1","key":"key2021101908520533100_ref006","first-page":"22","article-title":"Theory of planned behavior model in electronic learning: a pilot study","volume":"5","year":"2004","journal-title":"Issues in Information Systems"},{"issue":"10","key":"key2021101908520533100_ref007","first-page":"57","article-title":"The moderating role of perceived behavioral control: the literature criticism and methodological considerations","volume":"4","year":"2013","journal-title":"International Journal of Business and Social Science"},{"key":"key2021101908520533100_ref008","volume-title":"Self-esteem: The Puzzle of Low Self-Regard","year":"1993"},{"issue":"29","key":"key2021101908520533100_ref009","first-page":"1","article-title":"Teacher psychological needs, locus of control and engagement","volume":"16","year":"2013","journal-title":"Spanish Journal of Psychology"},{"issue":"1","key":"key2021101908520533100_ref010","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1080\/19376529.2017.1362893","article-title":"Examining the impact of social identification with music on music streaming behavior","volume":"25","year":"2018","journal-title":"Journal of Radio and Audio Media"},{"key":"key2021101908520533100_ref011","first-page":"332","article-title":"Why do users broadcast? 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