Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce

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A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
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Date
2023-03
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Mcode
Degree programme
Language
en
Pages
26
46-71
Series
INTERNET RESEARCH, Volume 33, issue 7
Abstract
Purpose This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce. Design/methodology/approach A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model. Findings This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors. Originality/value This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.
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Keywords
Live streaming, Social interaction-oriented content, Gift-giving behavior, Purchasing behavior, Broadcaster popularity
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Citation
Yang , Q , Huo , J , Li , H , Xi , Y & Liu , Y 2023 , ' Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce ' , INTERNET RESEARCH , vol. 33 , no. 7 , pp. 46-71 . https://doi.org/10.1108/INTR-11-2021-0861