TY - JOUR
T1 - Examining gifting behavior on live streaming platforms
T2 - An identity-based motivation model
AU - Li, Ran
AU - Lu, Yaobin
AU - Ma, Jifeng
AU - Wang, Weiquan
PY - 2021/9
Y1 - 2021/9
N2 - Social live streaming services are becoming increasingly popular worldwide, and viewers’ gifting behavior is critical to the success of the business model of these services. However, factors leading to such behavior are not well understood. Drawing on an identity-based motivation model, this study examines how class and relational identities affect viewers’ gifting behavior and how social density elicited by Danmaku as a significant contextual cue moderates the effects of identities on viewers’ gifting behavior. This study contributes to the gifting literature by revealing the differential effects of class and relational identities on gifting behavior and theorizing about the moderating effects of social density on these effects.
AB - Social live streaming services are becoming increasingly popular worldwide, and viewers’ gifting behavior is critical to the success of the business model of these services. However, factors leading to such behavior are not well understood. Drawing on an identity-based motivation model, this study examines how class and relational identities affect viewers’ gifting behavior and how social density elicited by Danmaku as a significant contextual cue moderates the effects of identities on viewers’ gifting behavior. This study contributes to the gifting literature by revealing the differential effects of class and relational identities on gifting behavior and theorizing about the moderating effects of social density on these effects.
KW - Gifting
KW - Identity-based motivation model
KW - Live streaming
KW - Social density
UR - http://www.scopus.com/inward/record.url?scp=85097751595&partnerID=8YFLogxK
UR - https://www.scopus.com/record/pubmetrics.uri?eid=2-s2.0-85097751595&origin=recordpage
U2 - 10.1016/j.im.2020.103406
DO - 10.1016/j.im.2020.103406
M3 - RGC 21 - Publication in refereed journal
SN - 0378-7206
VL - 58
JO - Information & Management
JF - Information & Management
IS - 6
M1 - 103406
ER -