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Cited by 253

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What Drives Gift-giving Intention in Live Streaming? The Perspectives of Emotional Attachment and Flow Experience

Li, Yi, Peng, Yi·2021·International Journal of Human–Computer Interaction

Abstract

Gift-giving is popular in live streaming, and many users irrationally send virtual gifts to their favorite live streamers. Based on the attachment and flow theories, we applied the stimulus-organism-response model to explore the influence of live streamer characteristics (trustworthiness, expertise, attractiveness) and live scene characteristics (telepresence, instant feedback, interactivity, entertainment) on users’ gift-giving intention through emotional attachment and flow experience. Four hundred and three valid responses to a survey questionnaire were analyzed. Findings of the research results include three aspects. First, live streamer characteristics (trustworthiness and attractiveness) can stimulate users’ emotional attachment to a live streamer, thus promoting users’ gift-giving intention. Second, live scene characteristics (telepresence and entertainment) can stimulate users’ flow experience in live streaming. Third, users’ flow experience influences their emotional attachment to live streamer.

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Metadata

Authors
Li, Y., & Peng, Y.
Venue
International Journal of Human–Computer Interaction
Published
2021-02-14
Volume
37
Issue
14
Pages
1317-1329
ISSN
  • 1044-7318 (ISSN-L)
  • 1532-7590
OpenAlex
W3131440640
Cited by
253
References
16
FWCI
51.04
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.