Understanding How Digital Gifting Influences Social Interaction on Live Streams

Lee, Yi‐Chieh; Yen, Chi-Hsien; Wang, Dennis; Fu, Wai-Tat

doi:10.1145/3338286.3340144

Cited by 22 publications

(23 citation statements)

References 22 publications

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“…However, gender differences are found in viewers' decision to gift. Women's decisions on gifting are based on their financial situations, while men make their gifting decisions based on their interactions with the streamer (Lee, Yen, Wang, & Fu, 2019).…”

Section: Gifting Behavior In Live Streamingmentioning

confidence: 99%

Discovery of behavioral patterns in online social commerce practice

Jia

Wang

Liu

2021

WIREs Data Min & Knowl

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Discovery of behavioral patterns in online social commerce practice becomes important in this digital era. In this article, we propose a systematic approach to behavioral pattern discovery, and apply it in an emerging online social commerce venue: live streaming. We investigate behavioral patterns in gifting encouragement in live streaming to understand online social commerce practice. Our proposed approach is based on multiple triangulation, including data source triangulation (i.e., streamers, viewers, and actual behavior) and data collection method triangulation (i.e., interviews, focus groups, and observations). Through multiple triangulation, four behavioral patterns of gifting encouragement are discovered: (i) requesting a certain gift for providing a particular service, (ii) creating a raffle, (iii) eliciting competition between individuals, and (iv) eliciting competition between groups. This research reveals the special behavioral patterns in live streaming, and thus increases our knowledge of social commerce practices. This research provides a systematic approach to discover online behavioral patterns, and provides practical implications in live streaming platforms, especially in marketing and platform design.

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Section: Gifting Behavior In Live Streamingmentioning

confidence: 99%

Discovery of behavioral patterns in online social commerce practice

Jia

Wang

Liu

2021

WIREs Data Min & Knowl

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“…Recently, research investigated what drives people to tip and found that social interaction plays an important role ( Deng and Chau, 2019 ; Lee et al, 2019 ). Lu et al (2018) interviewed users and suggested that tipping facilitates users to present and express themselves.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Who Watches Live Streaming in China? Examining Viewers’ Behaviors, Personality Traits, and Motivations

2020

Front. Psychol.

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With millions of viewers globally, live streaming is a new social media that can deliver video content in real time and with many social interaction functions. Our research aims to understand the personality traits and the motivations of active live streaming viewers as well as their user behaviors in the general population in China. Our results indicate that extraversion was negatively associated with live streaming use, while openness was positively associated. The main motivations to watch live streaming were social interaction, information gathering, and entertainment, and they were associated with different frequencies of use and genre selection. Financial tipping behavior was positively associated with social interaction. Furthermore, motivations mediated the effects of personality traits on live streaming use. People high in openness were more likely to be motivated to chat by information needs. Among extraverts, those who were more social watched fewer streams. We demonstrated that personality traits and motivations can jointly predict live streaming use. The current study not only provides the first evidence of live streaming use with personality traits and motivations but also expands the perspective on individual difference with the mediation analysis. Practically, the person-situation joint interpretation can give industry a clear indication on how to design personalized user experience for people with different personality traits and motivations.

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“…Besides crowdfunding, there are multiple contemporary contexts where these provocations might be explored further. For example, digital gifting [42,73] and tip jars have proliferated social media and live-streaming sites where creatives present work and connect with audiences. Music streaming service Deezer are exploring more direct ways for artists to be paid via 'user-centric payments' -where remuneration is directly tied to what an individual streams 8 .…”

Section: Discussionmentioning

confidence: 99%

“…A more plural approach to the design of financial technologies is required, especially as economic transactions are increasingly embedded and represented directly within digital platforms and networks. In addition to studies of mobile money [25,51,55], virtual currencies [10,42,73,74] and cryptocurrencies [23,48,56,62] , a wealth of recent research highlights how 'money talks' [5,36], and how transactional data about payments can be deeply social and communicative [1,59,65]. The rise of digital gifting on live-streaming platforms exemplifies the potentially playful and social nature of transactions that are entirely contained within a platform ecosystem.…”

Section: Special Digital Monies and Transactional Attributesmentioning

confidence: 99%

Creative Transactions: Special Digital Monies in ‘Break Kickstarter’ Crowdfunding Campaigns

Elsden

Morgan

Speed

2021

Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems

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This paper conceptualizes 'creative transactions' -payment for creative work -as a rich site for the study, design and innovation of new financial technologies, and 'special digital monies'. For most, creative labor remains highly precarious and underfunded and those working in the creative industries frequently rely on diverse forms of funding for their work. As a case study, we draw on a corpus of 87 'Break Kickstarter' crowdfunding campaigns, where project creators were encouraged to break conventions and "rethink what a Kickstarter campaign can be". By studying how these innovative projects broke fundraising conventions and experimented with the transactional attributes of a Kickstarter campaign, we show how they reconfigured the payment for creative work, and developed new relations between creators and their audiences. Drawing on these analyses, we derive new ideas and opportunities for the design of special digital monies to support novel creative transactions beyond crowdfunding campaigns.CCS Concepts: • Human-centered computing → Interaction design theory, concepts and paradigms; Empirical studies in interaction design.

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Understanding How Digital Gifting Influences Social Interaction on Live Streams

Cited by 22 publications

References 22 publications

Discovery of behavioral patterns in online social commerce practice

Discovery of behavioral patterns in online social commerce practice

Who Watches Live Streaming in China? Examining Viewers’ Behaviors, Personality Traits, and Motivations

Creative Transactions: Special Digital Monies in ‘Break Kickstarter’ Crowdfunding Campaigns

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