Impact of content and emotion congruency on tipping: evidence from live streaming

IF 9.8 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2026-04-01 Epub Date: 2026-01-20 DOI:10.1016/j.jbusres.2026.116000

Ziyang Huang , Kun Chen , Ting Xu

{"title":"Impact of content and emotion congruency on tipping: evidence from live streaming","authors":"Ziyang Huang , Kun Chen , Ting Xu","doi":"10.1016/j.jbusres.2026.116000","DOIUrl":null,"url":null,"abstract":"<div><div>In live streaming, while real-time streamer–viewer interaction is crucial, prior research has often overlooked how their interaction congruency influences tipping behavior. Drawing on interaction adaptation theory, our study investigates how content congruency and emotion congruency between streamers and viewers influence tipping frequency, and further explores how key live-streaming characteristics, i.e., stream type and time slot, moderate these effects. Our empirical analysis is based on a dataset comprising 5,229 three-minute observations and is conducted using the GMM model. We find that both congruency types boost tipping frequency. Emotion congruency has a particularly strong influence in informational streams, while content congruency plays a more prominent role in entertainment streams. Notably, the positive effects of both types of congruencies on tipping frequency are amplified during midday sessions. Our work applies interaction adaptation theory to live streaming, enriching its theoretical framework while offering strategic guidance for content design and interaction optimization.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"207 ","pages":"Article 116000"},"PeriodicalIF":9.8000,"publicationDate":"2026-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296326000342","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2026/1/20 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

Abstract

In live streaming, while real-time streamer–viewer interaction is crucial, prior research has often overlooked how their interaction congruency influences tipping behavior. Drawing on interaction adaptation theory, our study investigates how content congruency and emotion congruency between streamers and viewers influence tipping frequency, and further explores how key live-streaming characteristics, i.e., stream type and time slot, moderate these effects. Our empirical analysis is based on a dataset comprising 5,229 three-minute observations and is conducted using the GMM model. We find that both congruency types boost tipping frequency. Emotion congruency has a particularly strong influence in informational streams, while content congruency plays a more prominent role in entertainment streams. Notably, the positive effects of both types of congruencies on tipping frequency are amplified during midday sessions. Our work applies interaction adaptation theory to live streaming, enriching its theoretical framework while offering strategic guidance for content design and interaction optimization.

查看原文本刊更多论文

内容和情感一致性对小费的影响：来自直播的证据

在直播中，虽然直播者与观众的实时互动至关重要，但之前的研究往往忽视了他们的互动一致性如何影响小费行为。基于互动适应理论，本研究探讨了主播和观众之间的内容一致性和情感一致性对举报频率的影响，并进一步探讨了直播的关键特征（即流类型和时段）如何调节这些影响。我们的实证分析基于包含5229个3分钟观测数据的数据集，并使用GMM模型进行。我们发现，这两种一致性类型都能提高引爆频率。情感一致性在信息流中的影响尤为强烈，而内容一致性在娱乐流中的作用更为突出。值得注意的是，这两种类型的一致性对小费频率的积极影响在中午时段被放大。我们的工作将交互适应理论应用于直播，丰富了直播的理论框架，为内容设计和交互优化提供了战略指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.