Examining gifting behavior on live streaming platforms: An identity-based motivation model

Ran Li; Yaobin Lu; Jifeng Ma; Weiquan Wang

doi:10.1016/j.im.2020.103406

Examining gifting behavior on live streaming platforms : An identity-based motivation model

Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal › peer-review

Overview

12 Scopus Citations

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Author(s)

Ran Li
Yaobin Lu
Jifeng Ma
Weiquan Wang

Related Research Unit(s)

College of Business

Detail(s)

Original language	English
Article number	103406
Journal / Publication	Information and Management
Volume	58
Issue number	6
Online published	2 Dec 2020
Publication status	Published - Sep 2021

Link(s)

DOI	DOI https://doi.org/10.1016/j.im.2020.103406 Final Published version
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Link to Scopus	https://www.scopus.com/record/display.uri?eid=2-s2.0-85097751595&origin=recordpage
Permanent Link	https://scholars.cityu.edu.hk/en/publications/publication(eb9a7570-c821-402e-b03a-f727c2209644).html

Abstract

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.