More than Basketball: The Social Identity Construction of Chinese NBA Fans Through Tencent Live Streaming Services

Xiao, Liang

More than Basketball: The Social Identity Construction of Chinese NBA Fans Through Tencent Live Streaming Services

Xiao, Liang

Permalink

Publication Type:: Thesis
Issue Date:: 2025

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download thesisAdobe PDF (2.05 MB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Xiao, Liang
dc.date.accessioned	2025-07-02T05:27:43Z
dc.date.available	2025-07-02T05:27:43Z
dc.date.issued	2025
dc.identifier.uri	http://hdl.handle.net/10453/188051
dc.description	University of Technology Sydney. Faculty of Arts and Social Sciences.	en_US.UTF-8
dc.description.abstract	This dissertation examines Chinese Tencent users' behavioural intentions toward adopting Tencent NBA live streaming and explores fan social identity and subcultures in virtual communities. Using mixed methods, 306 users completed an online survey, and 16 NBA fans were interviewed. Findings based on Uses and Gratifications Theory reveal gender and age differences in usage patterns and motivations. Younger users prioritize convenience, while older users focus on costs. Grounded Theory analysis highlights generational differences in digital fandom: digital immigrants adhere to traditional fandom, whereas digital natives exhibit fluid, interconnected engagement. Fragmentation in Tencent’s virtual fan community emerges through distinct digital practices, yet national identity unifies fans amid geopolitical tensions. These insights suggest NBA fandom in China extends beyond basketball, shaped by digital engagement and social identity influences.	en_US.UTF-8
dc.format	Thesis (PhD)
dc.language.iso	en_US	en_US.UTF-8
dc.relation	https://opus.lib.uts.edu.au/bitstream/10453/188051/1/thesis.pdf
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	The author owns the copyright in this thesis including all reproduction and reuse rights for the work. The work may not be altered without the permission of the copyright owner. Attribution is essential when quoting or paraphrasing from this thesis.
dc.rights	© 2025 Liang Xiao
dc.rights	au.edu.uts.lib/cph
dc.title	More than Basketball: The Social Identity Construction of Chinese NBA Fans Through Tencent Live Streaming Services	en_US.UTF-8
dc.type	Thesis
utslib.copyright.status	open_access	*

Abstract:

This dissertation examines Chinese Tencent users' behavioural intentions toward adopting Tencent NBA live streaming and explores fan social identity and subcultures in virtual communities. Using mixed methods, 306 users completed an online survey, and 16 NBA fans were interviewed. Findings based on Uses and Gratifications Theory reveal gender and age differences in usage patterns and motivations. Younger users prioritize convenience, while older users focus on costs. Grounded Theory analysis highlights generational differences in digital fandom: digital immigrants adhere to traditional fandom, whereas digital natives exhibit fluid, interconnected engagement. Fragmentation in Tencent’s virtual fan community emerges through distinct digital practices, yet national identity unifies fans amid geopolitical tensions. These insights suggest NBA fandom in China extends beyond basketball, shaped by digital engagement and social identity influences.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/188051