Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)

The Impact of Interactivity on Virtual Gifts Giving Intent -- Based on Live-Streaming Platforms

Authors
Jun Fan, Qing Zhang
Corresponding Author
Jun Fan
Available Online June 2018.
DOI
https://doi.org/10.2991/hsmet-18.2018.151How to use a DOI?
Keywords
Live-Streaming,Interactive Type,Interactive Strategy,Emotional Energy,Broadcaster Identification.
Abstract

Using interaction ritual theory and social identity theory, this research examines how the interactive types and interactive strategies in live-streaming under two different live-streaming types influence the audience’s gifts giving intent will through a 2x2x2 experimental designs.The results shows that: (1) When using task-oriented interaction and the updog strategy in the video games live-streaming can arouse more emotional energy and broadcaster identification of the audience. (2)When using relation-oriented interaction and the underdog strategy in the talent shows live-streaming can arouse more emotional energy and broadcaster identification of the audience.(3) The emotional energy has a significant positive influence on broadcaster identification and the virtual gifts giving intent,and the virtual gifts giving intent is also influenced by the broadcaster identification significantly.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
June 2018
ISBN
978-94-6252-537-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/hsmet-18.2018.151How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Jun Fan
AU  - Qing Zhang
PY  - 2018/06
DA  - 2018/06
TI  - The Impact of Interactivity on Virtual Gifts Giving Intent -- Based on Live-Streaming Platforms
BT  - Proceedings of the 2018 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018)
PB  - Atlantis Press
SP  - 759
EP  - 766
SN  - 2352-5398
UR  - https://doi.org/10.2991/hsmet-18.2018.151
DO  - https://doi.org/10.2991/hsmet-18.2018.151
ID  - Fan2018/06
ER  -