TY - GEN
T1 - What encourages purchase of virtual gifts in live streaming
T2 - 40th International Conference on Information Systems, ICIS 2019
AU - Guan, Zhengzhi
AU - Hou, Fangfang
AU - Li, Boying
AU - Chong, Alain Yee Loong
AU - Phang, Chee Wei
N1 - Publisher Copyright:
© 40th International Conference on Information Systems, ICIS 2019. All rights reserved.
PY - 2019/12
Y1 - 2019/12
N2 - Live streaming has become extraordinarily popular worldwide. As a new form of social media, live streaming enables two levels of real-time interactions (i.e., between viewers and the streamer, and among viewers) and is monetized in a new way-viewers' purchase of virtual gifts. The new monetization model has achieved a great success, yet there is a lack of understanding about what encourages viewers to purchase virtual gifts in live streaming. To explain such purchase behavior, this study develops a model which investigates the roles of viewers' holistic experience with the system (i.e., cognitive absorption) and their social experiences (i.e., para-social interaction and virtual crowd experience), as well as how these experiences are developed within the technological environment of live streaming (i.e., interactivity, deep profiling and design aesthetics). The model was validated by using survey data collected from China. We also discuss implications for research and practice emerging out of this study.
AB - Live streaming has become extraordinarily popular worldwide. As a new form of social media, live streaming enables two levels of real-time interactions (i.e., between viewers and the streamer, and among viewers) and is monetized in a new way-viewers' purchase of virtual gifts. The new monetization model has achieved a great success, yet there is a lack of understanding about what encourages viewers to purchase virtual gifts in live streaming. To explain such purchase behavior, this study develops a model which investigates the roles of viewers' holistic experience with the system (i.e., cognitive absorption) and their social experiences (i.e., para-social interaction and virtual crowd experience), as well as how these experiences are developed within the technological environment of live streaming (i.e., interactivity, deep profiling and design aesthetics). The model was validated by using survey data collected from China. We also discuss implications for research and practice emerging out of this study.
KW - Cognitive Absorption
KW - Live Streaming
KW - Para-Social Interaction
KW - Purchase of Virtual Gifts
KW - Virtual Crowd Experience
UR - http://www.scopus.com/inward/record.url?scp=85089112421&partnerID=8YFLogxK
M3 - Conference Proceeding
AN - SCOPUS:85089112421
T3 - 40th International Conference on Information Systems, ICIS 2019
BT - 40th International Conference on Information Systems, ICIS 2019
PB - Association for Information Systems
Y2 - 15 December 2019 through 18 December 2019
ER -