@inproceedings{12c311487c0b447baaad021eae56563d,
title = "Investigating the Effect of PK Team Diversity on Live Streaming Gifting Behavior: The Moderating Role of PK Repetition",
abstract = "In live streaming industry, there is a growing number of PK events where a PK team consists of two streamers who jointly complete a competitive session. However, it has not been widely investigated on the mechanism through which the composition of a PK team influences viewers{\textquoteright} gifting behavior. This study proposes the diversity of a PK team can influence the level of virtual gifting in a PK event. Moreover, the moderating effect of pairwise PK repetition is investigated. To test our hypotheses, PK records (N=31,140) were collected and analyzed from a leading Chinses live streaming platform. Analytical results attested to the positive effect of diversity attributes and a negative effect of PK repetition, while the moderating effect of PK repetition was proved to be statistically significant. Discussion and implications are provided to enrich the current studies on live streaming platforms.",
keywords = "Live Streaming, PK, PK Repetition, Team Diversity, Virtual Gifting",
author = "Xiaofei Song and Zhao Cai and Alain Chong and Lim, \{Eric T.K.\} and Haiping Yang",
note = "Publisher Copyright: {\textcopyright} 2021, Association for Information Systems. All rights reserved.; 25th Pacific Asia Conference on Information Systems, PACIS 2021 ; Conference date: 12-07-2021 Through 14-07-2021",
year = "2021",
language = "English",
isbn = "9781733632577",
series = "Pacific Asia Conference on Information Systems",
publisher = "Association for Information Systems",
editor = "Doug Vogel and Shen, \{Kathy Ning\} and Ling, \{Pan Shan\}",
booktitle = "Pacific Asia Conference on Information Systems, PACIS 2021",
address = "United States",
}