直播中收礼的前因与后果:一项探索性研究

IF 6.8 1区 管理学 Q1 BUSINESS
Xuejing Ma, Hongju Liu, Qiaowei Shen
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引用次数: 1

摘要

作为一种新兴且蓬勃发展的媒体,直播行业吸引了全球数百万广播公司和观众。观众的礼物已成为大多数广播公司和直播平台的主要收入来源。这项研究采用了来自中国一家主要展厅直播平台的数据,来检验这种在直播活动中“送礼”的做法。作者首先探讨了礼物接受的前因,主要集中在社交互动的影响上。结果表明,直播中的社交互动越多,广播公司就越有可能收到更多礼物,当更有经验的广播公司参与时,效果会增强。此外,作者还研究了礼物接收和社交互动对广播公司短期激活和长期保留的影响。他们发现,从短期和长期来看,礼物接收和社交互动都会对广播公司的直播内容提供产生积极影响,并且这种影响会随着广播公司体验的增加而变化。这项研究深入了解了直播中的礼物,为未来的相关探索提供了空间。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Antecedents and Consequences of Gift-Receiving in Livestreaming: An Exploratory Study
As a novel and booming medium, the livestreaming industry has attracted millions of broadcasters and viewers worldwide. Gifts from viewers have become the main revenue source for most broadcasters and livestreaming platforms. This study employs data from a major showroom livestreaming platform in China to examine this practice of “gifting” during a livestreaming event. The authors first explore the antecedents of gift-receiving, which mainly focus on the effect of social interaction. The results show that the more social interactions in a live session, the more likely the broadcaster receives more gifts, and the effect is enhanced when a more experienced broadcaster is participating. Furthermore, the authors examine the consequences of gift-receiving and social interaction on broadcasters’ short-term activation and long-term retention. They find that both gift-receiving and social interaction can positively affect broadcasters’ live content provision in the short and long run, and the effects change with the increase of broadcasters’ experiences. This study offers insight into gifting in livestreaming, which gives scope for relevant future explorations.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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