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

DOI 10.1080/10447318.2021.1885224

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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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See all 253

Authors: Li, Y., & Peng, Y.
Venue: International Journal of Human–Computer Interaction
Publisher: Informa UK Limited
Published: 2021-02-14
Volume: 37
Issue: 14
Pages: 1317-1329
ISSN: 1044-7318 (ISSN-L)
1532-7590
DOI: 10.1080/10447318.2021.1885224
OpenAlex: W3131440640
Cited by: 253
References: 16
FWCI: 51.04
Type: journal article
Language: en
Open access: closed

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

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