ABSTRACT

Gift-giving is popular in live streaming, and many users irrationally send virtual gifts to their favorite live streamers. Based on the attachment and flow theories, we applied the stimulus-organism-response model to explore the influence of live streamer characteristics (trustworthiness, expertise, attractiveness) and live scene characteristics (telepresence, instant feedback, interactivity, entertainment) on users’ gift-giving intention through emotional attachment and flow experience. Four hundred and three valid responses to a survey questionnaire were analyzed. Findings of the research results include three aspects. First, live streamer characteristics (trustworthiness and attractiveness) can stimulate users’ emotional attachment to a live streamer, thus promoting users’ gift-giving intention. Second, live scene characteristics (telepresence and entertainment) can stimulate users’ flow experience in live streaming. Third, users’ flow experience influences their emotional attachment to live streamer.

摘要

送礼在直播中很流行，许多用户不理智地向自己喜欢的主播发送虚拟礼物。基于依恋理论和心流理论，我们应用刺激-机体-反应模型，探讨了主播特征（可信度、专业度、吸引力）和直播场景特征（临场感、即时反馈、互动性、娱乐性）对用户礼物的影响-通过情感依恋和心流体验给予意图。对调查问卷的四百零三份有效答复进行了分析。研究结果的发现包括三个方面。首先，主播特征（可信度和吸引力）可以激发用户对主播的情感依恋，从而促进用户的送礼意愿。第二，直播场景特征（网真和娱乐）可以激发用户在直播中的流量体验。第三，用户的流量体验会影响他们对主播的情感依恋。