Understanding Virtual Gifting in Live Streaming by the Theory of Planned Behavior

Abstract

Based on the theory of planned behavior (TPB), the current study developed a model to understand motivations and predictors of viewers’ virtual gifting behaviors in online live streaming. The model was tested with data from 392 live streaming viewers with previous virtual gifting experiences. The results showed that perceived pleasure, interaction with streamers, group interactions, and support for streamers can predict individual attitudes toward virtual gifting. Subjective norms learned from family and friends as well as streamers and viewers in live streaming could significantly affect virtual gifting intention. Quality of streams, the attractiveness of the streamers, and viewers’ monetary resources influenced perceived ease of virtual gifting. Overall, the proposed model predicted virtual gifting behavior well. Findings were discussed in terms of the links between online and offline subjective norms along with the relationship of perceived behavior control, virtual gifting intention, and virtual gifting behavior. We suggest that the adjusted TPB model with subjective norms both offline and online can fit the online interaction contexts well and explain online norms development. Furthermore, our model reflects how social incentive contributes to virtual gifting. These findings offer insights into the motivations of virtual gifting behavior and provide implications for virtual gifting experience design.

The influencing factor model and empirical research of TikTok charity live streaming impact users’ online charitable donation

“…This result is consistent with the research conclusions of some researchers on online donations, that is, the interactive elements of online live streaming provide audiences with immersive real-time social interaction and help enhance users’ willingness and actions to donate to charity [ 2 ]. Xu et al also proved that interaction with streamers, group interactions and support for streamers can predict individual attitudes toward virtual gifting [ 54 ]. But we also need to pay attention to avoid excessive sensationalism brought about by the backlash.…”

Study of the Correlation between Streaming Video Platform Content on Food Production Processes and the Behavioral Intentions of Generation Z

“…This addition not only enhances the connection between social media and subjective norms but also enriches our discussion on the mechanisms through which social media platforms can contribute to fostering a culture of environmental responsibility among consumers. Moreover, subjective norms developed from family, friends, and streamers have been stipulated to significantly influence intentions such as gifting in live-streaming contexts [27]. Thus, we propose the following hypothesis: H1b: Consumers' subjective norms towards transparent food production processes positively influence behavioral intentions.…”

Game-Theoretic Implications for Uncovering the Effects of Virtual Tipping in Complex User Networks

“…A few studies have focused on the effects of virtual tips and gifts on user attitudes and behaviors in CGM. For example, Xu et al [19] indicated that the motivation for providing virtual tips is mostly anchored in individuals' appreciation of the enjoyment of the streamer's performance and the knowledge gained from its content. Zhou et al [25] used text-mining techniques to show that (virtual) tips and gifts are influenced by the number of words in comments, especially words describing excitement.…”

“…Therefore, streamers can garner benefits, and viewers who offer virtual gifts and tips can receive direct reactions from streamers and other associated psychological rewards. Indeed, the purchase of virtual gifts or tips is a behavior to obtain a desired streamer's performance or appreciation [19], as well as attract the attention of the crowd and express one's own opinion on the stream content [20]. Furthermore, the expectation of a direct response from the streamer is one reason for offering virtual tips [21], which is also considered the motivation for viewing streams [17].…”