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

被引：101
|
作者：
Li, Ran [1 ]
Lu, Yaobin [2 ]
Ma, Jifeng [2 ]
Wang, Weiquan [1 ]
机构：
[1] City Univ Hong Kong, Coll Business, Hong Kong, Peoples R China
[2] Huazhong Univ Sci & Technol, Sch Management, Wuhan, Peoples R China
来源：
INFORMATION & MANAGEMENT | 2021年 / 58卷 / 06期
基金：
中国国家自然科学基金;
关键词：
Gifting; Identity-based motivation model; Live streaming; Social density; SOCIAL-CLASS; CULTURAL-VALUES; SELF; PERCEPTIONS; ATTACHMENT; OTHERS; IDENTIFICATION; DISPARITIES; RECIPIENTS; SELECTION;
D O I：
10.1016/j.im.2020.103406
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
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.
引用
收藏
页数：15
相关论文
共 50 条
  • [21] Deep Sequential Model for Anchor Recommendation on Live Streaming Platforms
    Zhang, Shuai
    Liu, Hongyan
    He, Jun
    Han, Sanpu
    Du, Xiaoyong
    BIG DATA MINING AND ANALYTICS, 2021, 4 (03) : 173 - 182
  • [22] Strengthening Educational Identity: Linking an Identity-Based Motivation Intervention to Educational Identity Processes
    Florea, Andreea
    Negru-Subtirica, Oana
    IDENTITY-AN INTERNATIONAL JOURNAL OF THEORY AND RESEARCH, 2024,
  • [23] Identity-based motivation: Implications for action-readiness, procedural-readiness, and consumer behavior
    Oyserman, Daphna
    JOURNAL OF CONSUMER PSYCHOLOGY, 2009, 19 (03) : 250 - 260
  • [24] Identity-based signatures in standard model
    Huiyan Chen
    Chenchen Zhang
    Acta Informatica, 2019, 56 : 471 - 486
  • [25] Identity-based signatures in standard model
    Chen, Huiyan
    Zhang, Chenchen
    ACTA INFORMATICA, 2019, 56 (06) : 471 - 486
  • [26] Discourse Practices and Identity Remodeling of Hosts on Live Streaming Platforms under the Background of Informatization
    Wang X.
    Applied Mathematics and Nonlinear Sciences, 2024, 9 (01)
  • [27] Teachers can do it: Scalable identity-based motivation intervention in the classroom
    Horowitz, Eric
    Sorensen, Nicholas
    Yoder, Nicholas
    Oyserman, Daphna
    CONTEMPORARY EDUCATIONAL PSYCHOLOGY, 2018, 54 : 12 - 28
  • [28] From future self to current action: An identity-based motivation perspective
    Nurra, Cecile
    Oyserman, Daphna
    SELF AND IDENTITY, 2018, 17 (03) : 343 - 364
  • [29] Identity-based encryption with wildcards in the standard model
    School of Information Engineering, Chang'an University, Xi'an, 710064, China
    不详
    不详
    J. China Univ. Post Telecom., 2009, 1 (64-68,80):
  • [30] An Identity-Based Authentication Model for Mobile Agent
    Yu, Yike
    Zheng, Xuefeng
    Zhang, Mingde
    Zhang, Qingguo
    FIFTH INTERNATIONAL CONFERENCE ON INFORMATION ASSURANCE AND SECURITY, VOL 2, PROCEEDINGS, 2009, : 475 - 478
12345