Zhang Y, Sun Y*, Wang N. Understanding the determinants of gifting and social sharing in live streaming: a dual-attachment perspective[J]. Industrial Management & Data Systems, 2023.
Abstract：
Purpose
This study aims to explore the determinants of viewers’ gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live streaming fosters attachment through a social interaction aspect.
Design/methodology/approach
This study conducted an online survey with 316 valid responses to test the research model. The structural equation modelling approach was applied to assess both the measurement and structural models.
Findings
The results show that both bond-based and identity-based attachments promote gifting and social sharing behaviours. Participation and cognitive communion motivate viewers to establish bond-based attachment, while group interaction among viewer crowds encourages viewers to create identity-based attachment. In addition, group interaction can moderate the relationship between participation and bond-based attachment.
Originality/value
This study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers’ behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate the impact of viewer–streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer–streamer interaction.
Keywords：Gifting; Social sharing; Bond-based attachment; identify-based attachment; Viewer-scearmer interaction; Viewer-viewer interaction
基金资助：The work described in this paper was partially supported by the grants from the National Natural Science Foundation of China (Project No. 71974148, 71904149), the Major Projects of Ministry of Education Humanities and Social Sciences Key Research Base (Project No. 22JJD870002), the Major Program of the National Social Science Foundation of China (Project No. 23ZDA044), and the Fundamental Research Funds for the Central Universities (Project No. 2023lzujbkybh002).
原文链接：https://www.emerald.com/insight/content/doi/10.1108/IMDS-06-2023-0380/full/html
