What drives people to purchase virtual gifts in live streaming? The mediating role of flow

Boying Li, Fangfang Hou, Zhengzhi Guan, Alain Yee Loong Chong

    Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

    20 Citations (Scopus)

    Abstract

    Live streaming, a new form of social media, is growing explosively due to its real-time interaction and new monetization model. Considering its popularity and unique features, it is important to gain a theoretical understanding of live streaming. Yet limited attention has been paid to it. This research investigates what factors may affect people's consumption intention of virtual gifts in live streaming from contextual and personal dimensions. Based on flow theory, this study also explores the mediating role of flow and the moderating role of gender. The theoretical framework is tested using Structural Equation Modeling based on survey data collected in China. The study contributes to flow theory by highlighting the importance of flow in mediating the effects of interactivity, social presence, curiosity and social media dependence on consumption intention of virtual gifts. It also reveals gender differences in the influence of flow on consumption intention of virtual gifts.

    Original languageEnglish
    Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
    Subtitle of host publicationAre We Ready?, PACIS 2018
    EditorsMotonari Tanabu, Dai Senoo
    PublisherAssociation for Information Systems
    ISBN (Electronic)9784902590838
    Publication statusPublished - 2018
    Event22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018 - Yokohama, Japan
    Duration: 26 Jun 201830 Jun 2018

    Publication series

    NameProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018

    Conference

    Conference22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
    Country/TerritoryJapan
    CityYokohama
    Period26/06/1830/06/18

    Keywords

    • Consumption intention
    • Curiosity
    • Flow
    • Live streaming
    • Social presence

    ASJC Scopus subject areas

    • Information Systems

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