Using Grounded Theory to Explore the Words of Mouth in Live Broadcast Platform

The purpose of this study is to explore in depth the special context and unique experience of the live video streaming and to provide insights regarding an interpretation of the contextualization experiences model. This study uses grounded theory, depth interviews, and the physical travel of researchers to the field for participation and observations. Finally, the insight of the live broadcast platform contextualization was developed. The theoretical contribution of this study is to establish the words of mouth relationship of the live broadcast platform and ten related propositions. The study revealed the mystery of live video streaming.