The Impact of Interactivity on Virtual Gifts Giving Intent -- Based on Live-Streaming Platforms
- 10.2991/hsmet-18.2018.151How to use a DOI?
- Live-Streaming,Interactive Type,Interactive Strategy,Emotional Energy,Broadcaster Identification.
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.
- © 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 - 10.2991/hsmet-18.2018.151 ID - Fan2018/06 ER -