The Magic of Lottery : Investigating the PAYW in Live Streaming from Opportunism and Impulsiveness

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Title of host publicationICIS (International Conference on Information Systems) 2022 Proceedings
PublisherAssociation for Information Systems (AIS)
Publication statusPublished - Dec 2022

Conference

TitleInternational Conference on Information Systems 2022 (ICIS 2022)
LocationBella Center Copenhagen
PlaceDenmark
CityCopenhagen
Period9 - 14 December 2022

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 (International Conference on Information Systems) 2022 Proceedings . Association for Information Systems (AIS), 2022. 10.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review