文献详情
The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms
文献类型：期刊
通讯作者：Zhou, J (reprint author), Renmin Univ China, Sch Stat, 59 Zhongguancun St, Beijing, Peoples R China.
期刊名称：ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS影响因子和分区
年：2019
卷：34
ISSN：1567-4223
关键词：Live streaming; Paid gifting; Danmaku; Social interaction; Arousal theory
所属部门：统计学院
摘要：A novel function of live streaming is that viewers can send paid gifts to broadcasters. In addition, viewers can engage with broadcasters by sending danmaku, a type of comment scrolled across the screen in real time. This paper investigates the role of viewers' social interaction in paid gifting on live streaming platforms. We argue that viewer-viewer interaction can prompt paid gifting by affecting viewers' arousal level through stimuli extracted from danmaku. Types of danmaku-related stimuli a ...More
A novel function of live streaming is that viewers can send paid gifts to broadcasters. In addition, viewers can engage with broadcasters by sending danmaku, a type of comment scrolled across the screen in real time. This paper investigates the role of viewers' social interaction in paid gifting on live streaming platforms. We argue that viewer-viewer interaction can prompt paid gifting by affecting viewers' arousal level through stimuli extracted from danmaku. Types of danmaku-related stimuli are presence of others, social competition, and emotional stimuli. Specifically, presence of others is measured by total number of words; social competition by debate level; and emotional stimuli by similarity of danmaku, number of excitement-related words, and number of emoji. Using data from a major live streaming platform in China, empirical results show that except for number of emoji, the other four variables positively affect paid gifting. ...Hide

DOI：10.1016/j.elerap.2018.11.002
百度学术：The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms
语言：外文
基金：National Natural Science Foundation of ChinaNational Natural Science Foundation of China [71702185, 71502172, 71532001, 11525101, 71332006]; Fund for Building World-class Universities (disciplines) of Renmin University of China; Center for Applied Statistics of Renmin University of China; China's National Key Research Special Program [2016YFC0207704]
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