Abstract
Live streaming, as a new practice of online digital content business, generates revenue mainly through users’ monetary gift giving to content providers. The designs of the live-streaming platforms allow users to experience real-time interactions with both content providers and the virtual community. This study investigates potential motivations regarding the immediacy and real-time social interactivity and tests their impacts on users’ intention of monetary gift giving behavior. The findings will not only extend the self-presentation theory to new contexts but also contribute to the Internet gift economy by elucidating underlying motivations in the victual gifting cycle. The study will offer a new angle for online digital content businesses worldwide on how to construct interactive functions in online communities.
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Deng, B., Chau, M. (2019). Why Monetary Gift Giving? the Role of Immediacy and Social Interactivity. In: Xu, J., Zhu, B., Liu, X., Shaw, M., Zhang, H., Fan, M. (eds) The Ecosystem of e-Business: Technologies, Stakeholders, and Connections. WEB 2018. Lecture Notes in Business Information Processing, vol 357. Springer, Cham. https://doi.org/10.1007/978-3-030-22784-5_5
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