The Magic of Lottery : Investigating the PAYW in Live Streaming from Opportunism and Impulsiveness
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Title of host publication | ICIS 2022 Proceedings |
| Publisher | Association for Information Systems |
| ISBN (electronic) | 9781958200049 |
| ISBN (print) | 9781713893615 |
| Publication status | Published - Dec 2022 |
Publication series
| Name | International Conference on Information Systems, ICIS |
|---|
Conference
| Title | 43rd International Conference on Information Systems (ICIS 2022) |
|---|---|
| Location | Bella Center Copenhagen |
| Place | Denmark |
| City | Copenhagen |
| Period | 9 - 14 December 2022 |
Link(s)
| Document Link | Links
|
|---|---|
| Link to Scopus | https://www.scopus.com/record/display.uri?eid=2-s2.0-85192540520&origin=recordpage |
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(0a4e43b6-cfe4-4f6b-8cb3-dbd2bbb33768).html |
Abstract
Live streaming is adopted by many digital and e-commerce platforms. As a popular way for people to obtain information products and entertainment, live streaming generates tremendous business revenue through pay-as-you-wish gifting (PAYW). As one of the most important channels to earn profits by live streaming hosts, PAYW faces the trouble of free riders who watch live content without payment. To encourage free-rider audiences to pay, some platforms in China have introduced a lottery mechanism, which allows people to get high-value prizes by paying a threshold price. We conduct a quasi-experiment with lottery block on a popular live streaming platform to estimate its causal effect on PAYW gifting. The study identifies heterogeneous effects based on user opportunism and impulsive tendencies. The proposed typology of lottery provides a framework for improving PAYW gifting in live streaming e-commerce.
Research Area(s)
- Live Streaming, Lottery, PAYW, User Behavior
Citation Format(s)
The Magic of Lottery: Investigating the PAYW in Live Streaming from Opportunism and Impulsiveness. / Lin, Qingyuan; Lu, Angela.
ICIS 2022 Proceedings. Association for Information Systems, 2022. (International Conference on Information Systems, ICIS).
ICIS 2022 Proceedings. Association for Information Systems, 2022. (International Conference on Information Systems, ICIS).
Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 32 - Refereed conference paper (with host publication) › peer-review
