| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 106 === Recently, live streaming platforms have sprung up to create a new business model on the Internet. Although the development of live streaming platforms has become similar to the common social media we acquainted, the typical service that makes the live streaming platforms different from the common social media is gift-giving service. The previous studies had investigated the determinants of audiences’ watching intention. However, the gift-giving behavior of virtual gifts on the live streaming platforms is unexplored. This study therefore pays attentions to the gift-giving behavior on live streaming platforms to fill this academic gap. Based on perspectives of impression management and gift-giving behavior, this study posits that three dimensions (i.e., gift receiver, gift-giving context and gift design) of gift-giving behavior and impression management in Chinese culture (i.e., face concern) are antecedents of audiences’ loyalty behaviors on live streaming platforms. The data are collected from an online questionnaire survey with 509 valid respondents and are analyzed by structural equation modeling approach. The results show that broadcaster image, consumer competitive arousal and product design of gift are significantly related to audiences’ face concern which in turn influences audiences’ purchasing intention and stickiness of platforms. The findings contribute the fields of gift-giving behavior and impression management, and suggest implications for practitioners of live streaming platforms.
|
|---|
