@inproceedings{eb9104eb14c84777b68ebdee57a1a98f,
title = "Why Monetary Gift Giving? the Role of Immediacy and Social Interactivity",
abstract = "Live streaming, as a new practice of online digital content business, generates revenue mainly through users{\textquoteright} 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{\textquoteright} 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.",
keywords = "Immediacy, Live streaming, Monetary gift giving, Social interactivity",
author = "Bingjie Deng and Michael Chau",
note = "Publisher Copyright: {\textcopyright} Springer Nature Switzerland AG 2019.; 17th Annual Workshop on e-Business, WeB 2018 ; Conference date: 12-12-2018 Through 12-12-2018",
year = "2018",
month = dec,
doi = "10.1007/978-3-030-22784-5_5",
language = "English",
isbn = "9783030227838",
series = "Lecture Notes in Business Information Processing",
publisher = "Springer Verlag",
pages = "46--52",
editor = "Xu, {Jennifer J.} and Bin Zhu and Xiao Liu and Shaw, {Michael J.} and Han Zhang and Ming Fan",
booktitle = "The Ecosystem of e-Business",
}