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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The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms.Zhou, Jilei, Zhou, Jing, Ding, Ying, et al. .ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS. 2019, 34.
Least squares estimation of spatial autoregressive models for large-scale social networks.Huang, Danyang, Lan, Wei, Zhang, Hao Helen, et al. .ELECTRONIC JOURNAL OF STATISTICS. 2019, 13(1), 1135-1165.