Abstract
Entertainment Live Streaming (ELS) differentiates itself from tradition entertainment industry by real-time interactions and unique entertainment forms. The recent advent of Player Knockouts (PK) has introduced a new dynamic to ELS, where streamers compete for higher revenue by showcasing their talents and soliciting viewer gifts. However, the underexplored PK phenomenon presents a conundrum regarding its potential as a revenue booster versus a dilutor of live stream quality. This study aims to resolve this by examining the concept of reciprocal rivalry in the PK context, characterized by competitive fervor exhibited in real-time among viewer groups. We investigate the antecedents (i.e., shared experience and competitiveness) and performance impacts of reciprocal rivalry. We further dissect reciprocal rivalry into emotional reciprocal rivalry and topical reciprocal rivalry, providing a nuanced understanding of its role in PK. Our analysis of 21,026 PK records reveals the significant mediating role of reciprocal rivalry in the relationship between rivalry antecedents and PK performance. This research extends the understanding of rivalry in digital entertainment, particularly PK, offers a deeper insight into its components, and provides practical strategies for optimizing PK performance in ELS.
| Original language | English |
|---|---|
| Title of host publication | Academy of Management Proceedings |
| Publisher | Academy of Management |
| Volume | 2025 |
| Publication status | Published - 17 Jun 2025 |