Explaining the gift-giving intentions of live-streaming audiences through social presence: the perspective of interactive marketing

IF 9.6 2区 管理学 Q1 BUSINESS
Shu-Chiung Lin, Yu-Yang Lee
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引用次数: 0

Abstract

Purpose

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).

Design/methodology/approach

This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.

Findings

The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.

Originality/value

This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.

Research limitations/implications

The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interactive marketing strategies. (3) From the perspective of live-streamer marketing, this study broadens the research fields of electronic commerce and interactive marketing.

Practical implications

This study provides four practical implications for platform managers and live streamers. (1) To induce favorable attitudes toward live streamers, live streamers initiate various interactive activities sequentially to establish a social presence with the audience. (2) Live streamers should devote themselves to forming a joyful atmosphere for their followers, as this will trigger audiences' affective social presence to generate positive attitudes and increase followers' intentions. (3) To attract and retain young followers, live streamers must devise interesting content and provide fresh services. (4) Platform managers must create useful widgets to assist live streamers in managing their channels and followers.

Social implications

Building friendly real-time interaction between the live streamer and the audience is an important task in live streaming and further influences the income of the live streamer and the platform. The study provides an effective approach to building friendly real-time interaction for the live streamer and manager of live-streaming electronic commerce through the interactive marketing perspective. The approach can help the live streamer manage nice communication with their audience and obtain virtual money and gift-giving from the audience.

通过社会存在解释直播受众的送礼意图:互动营销的视角
目的直播已成为一种极为流行的在线服务形式,直播受众可以向他们喜爱的直播者赠送虚拟礼物或金钱。本研究旨在基于互动营销的视角,探讨受众的多维社会存在对他们对直播者的态度以及向直播者赠送金钱或礼物的意向的影响。本研究通过整合多维社会存在理论(包括意识、认知社会存在和情感社会互动)和理性行动理论(TRA),对直播受众的礼物赠送意向进行了研究。设计/方法/途径本研究邀请观看过多个热门直播平台直播的受众回答网络问卷。分析单位为个人层面。本研究采用目的性抽样技术收集数据。研究结果表明,受众参与直播的意识增强了他们的认知和情感社会存在感,这对他们对直播平台的态度产生了积极影响。这些态度对受众的礼物赠送意向有进一步的显著影响。研究发现,认知社会存在和情感社会存在在对直播者的认知和态度之间的关系中起着重要的中介作用。 原创性/价值 本研究基于互动营销的视角,探讨了受众向其喜爱的直播者赠送礼物的意向。直播者与网络受众之间的互动关系是受众通过内在心理转变过程发展起来的,这种心理转变是通过社会存在的多维建构来衡量的。这是通过一种相互影响的关系发生的,在这种关系中,认知同时影响认知社会存在和情感社会存在,而认知社会存在又影响情感社会存在。研究局限/意义本研究通过 TRA 和社会存在理论的综合视角,为理论发展贡献了三个值得注意的发现。(1)探索信念因素对直播中内部心理反应和意向的影响,拓展 TRA 的创新应用。(2)采用多维度的社会临场感可以帮助研究者更清晰地描述各种直播情境,将社会临场感理论的研究范围扩展到直播互动营销策略。(3)从直播营销的角度,本研究拓宽了电子商务和互动营销的研究领域。 实践意义本研究为平台管理者和直播平台提供了四点实践意义。(1) 为了诱导受众对直播者产生好感,直播者应依次发起各种互动活动,与受众建立社交关系。(2) 直播者应致力于为其追随者营造欢乐的氛围,因为这将触发受众的情感社会存在,从而产生积极的态度,增加追随者的意向。(3) 为了吸引和留住年轻粉丝,直播者必须设计有趣的内容并提供新鲜的服务。(4) 平台管理者必须创建有用的小工具,协助直播者管理其频道和粉丝。 社会意义在直播者和受众之间建立友好的实时互动是直播的一项重要任务,并进一步影响直播者和平台的收入。本研究通过互动营销的视角,为直播者和直播电子商务管理者建立友好的实时互动提供了有效方法。该方法可以帮助直播者管理与观众的良好沟通,并从观众那里获得虚拟货币和礼物。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
17.80
自引率
17.10%
发文量
31
期刊介绍: The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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