ABSTRACT

Some types of live streaming platforms allow viewers to purchase virtual gifts and donate them to streamers. In the Greater China area, the purchase and donation of virtual gifts have created a unique ecological system where streamers benefit from splitting earnings with the platforms. This study aims to explore viewers’ motivation to participate in such systems. The concept of parasocial relationships is employed to examine the relationships between these viewers and streamers, whereas social presence theory is used to examine the relationships among viewers. The results of an online survey confirm that social presence moderates the relationships between parasocial relationships and other constructs. Meanwhile, constructs such as enjoyment, loyalty, and trust positively influence the virtual gift donation intention. The findings have both theoretical and practical implications.

摘要

某些类型的直播平台允许观众购买虚拟礼物并将其捐赠给流媒体。在大中华区，虚拟礼物的购买和捐赠创造了一个独特的生态系统，主播从与平台的收益分成中受益。本研究旨在探讨观众参与此类系统的动机。准社会关系的概念被用来检查这些观众和主播之间的关系，而社会存在理论被用来检查观众之间的关系。一项在线调查的结果证实，社会存在会调节准社会关系与其他结构之间的关系。同时，享受、忠诚和信任等结构对虚拟礼物捐赠意愿产生积极影响。