Social live streaming services are becoming increasingly popular worldwide, and viewers’ gifting behavior is critical to the success of the business model of these services. However, factors leading to such behavior are not well understood. Drawing on an identity-based motivation model, this study examines how class and relational identities affect viewers’ gifting behavior and how social density elicited by Danmaku as a significant contextual cue moderates the effects of identities on viewers’ gifting behavior. This study contributes to the gifting literature by revealing the differential effects of class and relational identities on gifting behavior and theorizing about the moderating effects of social density on these effects.

社交实时流媒体服务在世界范围内变得越来越流行，并且观众的馈赠行为对于这些服务的商业模式的成功至关重要。但是，导致这种行为的因素还不是很清楚。利用基于身份的动机模型，本研究研究了阶级和关系身份如何影响观看者的馈赠行为，以及Danmaku作为重要上下文提示所引起的社会密度如何减轻身份对观看者馈赠行为的影响。这项研究通过揭示阶级和关系身份对礼物行为的不同影响，并对社会密度对这些影响的调节作用进行理论化，为礼物文学做出了贡献。