The Rise and Proliferation of Live-Streaming in China: Insights and Lessons

Lin, Jinglan; Lu, Zhicong

doi:10.1007/978-3-319-58753-0_89

Cited by 17 publications

(18 citation statements)

References 7 publications

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“…Viewers not only can interact with the streamer in real-time but they may also interact with other viewers easily with the help of IT features such as instant messaging. Being in the digital crowd, each viewer is no longer a lonely audience but is able to interact with other viewers in real-time (Lin & Lu, 2017). The psychological closeness with other audience may promote a contagion of emotions as the audience jointly participate in the session and can observe how others react to the performance (Bennett, 1990).…”

Section: Live Streaming In Chinamentioning

confidence: 99%

“…Given the highly social culture of China, viewers' experiences and behaviours are closely related to their perceptions of their social engagement in the live stream session (C. C. Chen & Lin, 2018;Lin & Lu, 2017;X. Zhang et al, 2019;J.…”

mentioning

confidence: 99%

“…Studies showed that viewers in China go beyond mere entertaining performances to emphasise the enjoyment derived from having the live interaction with the streamer and other viewers (C. Chan, 2016). Lin and Lu (2017) determined that in China people watch live streaming to satisfy their social needs for digital companionship. Viewers in China tend to seek close social connections with others through the real-time interaction enabled by live streaming (C. Chan, 2016;Hilvert-Bruce, Neill, Sjöblom, & Hamari, 2018;Yang, 2017;X.…”

mentioning

confidence: 99%

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What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

Guan

Hou

et al. 2021

Information Systems Journal

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China is one of the largest and fastest‐growing markets for live streaming, and the purchase of virtual gifts in live streaming is the core for streamers and live streaming platforms in China to survive and thrive. Compared to western countries, live streaming in China highlights the lively social atmosphere and heated social interactions among streamers and viewers. This study develops a cultural context‐sensitive model that contextualises the purchase of virtual gifts in live streaming in China. Specifically, we focus on the viewer's social experience and the social atmosphere in live streaming which have received limited attention yet. We introduce viewers' social perceptions with regard to the streamer and other viewers (ie, perceived proximity to the streamer and sense of belonging to the viewer crowd) and show how such social perceptions contribute to the development of flow experience, which subsequently leads to purchase intention. This study also reveals how such social perceptions can be shaped by the contextual setting consisting of the IT‐related factors of live streaming (ie, responsiveness, two‐way communication, social presence, and self‐presentation) and the cultural characteristics of China (ie, social orientation and harmony). Our research offers both theoretical guidance for practitioners into cultivating viewers' purchase of virtual gifts in China's live streaming.

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Section: Live Streaming In Chinamentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

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What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

Guan

Hou

et al. 2021

Information Systems Journal

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“…Participants were university students (selected from different universities) as the main users of live streaming are from the younger generation. According to recent reports and news, around 70 percent of live streaming users were under 30 years old and university students played a dominant role in the growth of live streaming industry (Larson, 2017; Lin and Lu, 2017). The interview participants of this study had rich experience of watching and/or consumption experience in different types of live streaming.…”

Section: Qualitative Explorationmentioning

confidence: 99%

Factors influencing people’s continuous watching intention and consumption intention in live streaming

Hou

Guan

et al. 2019

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265

168

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Purpose The purpose of this paper is to investigate what factors can affect people’s continuous watching and consumption intentions in live streaming. Design/methodology/approach This research conducted a mixed-methods study. The semi-structured interview was deployed to develop a research model and a live streaming typology. A survey was then used for quantitative assessment of the research model. Survey data were analyzed using partial least squares-structural equation modeling. Findings The results suggest that sex and humor appeals, social status display and interactivity play considerable roles in the viewer’s behavioral intentions in live streaming and their effects vary across different live streaming types. Research limitations/implications This research is conducted in the Chinese context. Future research can test the research model in other cultural contexts. This study can also be extended by incorporating the roles of viewer gender and price sensitivity in the future. Practical implications This study provides managerial insights into how live streaming platforms and streamers can improve their popularity and profitability. Originality/value The paper introduces a novel form of social media and a new business model. It illustrates what will affect people’s behavioral intentions in such a new context.

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“…Viewers also appreciated the live and unedited nature of these performances, and enjoyed the interactions with the performer and other viewers, e.g., asking the streamer to sing a specific song and getting a response in real time, or listening to the stories related to the songs and commenting on them. The improvisational nature of such streams has resulted in a new form of improvisational music, Han Mai (a form of rapping) [17]. "He once rewarded some of his fans by writing lyrics of a Han Mai with stories of his fans and performing it, which moved a lot of his fans" (S127).…”

Section: Performancementioning

confidence: 99%

You Watch, You Give, and You Engage

Xia

Heo

et al. 2018

Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems

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232

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Despite gaining traction in North America, live streaming has not reached the popularity it has in China, where livestreaming has a tremendous impact on the social behaviors of users. To better understand this socio-technological phenomenon, we conducted a mixed methods study of live streaming practices in China. We present the results of an online survey of 527 live streaming users, focusing on their broadcasting or viewing practices and the experiences they find most engaging. We also interviewed 14 active users to explore their motivations and experiences. Our data revealed the different categories of content that was broadcasted and how varying aspects of this content engaged viewers. We also gained insight into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.

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The Rise and Proliferation of Live-Streaming in China: Insights and Lessons

Cited by 17 publications

References 7 publications

What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

What influences the purchase of virtual gifts in live streaming in China? A cultural context‐sensitive model

Factors influencing people’s continuous watching intention and consumption intention in live streaming

You Watch, You Give, and You Engage

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