Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)
One Good Turn Deserves Another: Antecedents of Online Karaoke Paid Gift-Sending from Social Exchange Perspectives
Journal of Theoretical and Applied Electronic Commerce Research ( IF 5.318 ) Pub Date : 2021-09-23 , DOI: 10.3390/jtaer16070138
Susan (Sixue) Jia , Banggang Wu

Understanding the dynamics of online karaoke virtual gift sending helps maximize its utility for all participants, including viewers, broadcasters, and platforms. However, extant paid gift-sending studies lack an integrated theoretical explanation of its incentives as well as practical implications that can facilitate the quantifiable implementation of service improvement. This study has successfully uncovered the motivation of paid gift-sending in an online karaoke context from a social exchange perspective using social exchange theory. By observing the activities of 11,640 online karaoke users over one year, it was discovered that their gift-sending behaviors adhere to the patterns of more-follower-more-gift-sending and receive-more-send-more. Moreover, such patterns are more pronounced for collaborative users and are accentuated over time. Theoretically, this study extends the scope of social commerce studies from B2C to C2C scenarios with more complicated interpersonal dynamics. Meanwhile, managers are advised to encourage following, stimulate collaboration, inject additional virtual gifts into the “market”, and retain their customers to generate long-term profits.

中文翻译:

一个好转值得另一个:从社会交流的角度看在线卡拉OK付费送礼的前身

了解在线卡拉 OK 虚拟礼物发送的动态有助于最大限度地提高其对所有参与者的效用,包括观众、广播公司和平台。然而,现有的有偿送礼研究缺乏对其激励措施的综合理论解释以及可以促进服务改进的可量化实施的实际意义。本研究使用社会交换理论从社会交换的角度成功地揭示了在线卡拉 OK 环境中送礼的动机。通过观察11640名在线卡拉OK用户一年多的活动,发现他们的送礼行为遵循多关注多送多收多送多的模式。此外,这种模式对于协作用户来说更为明显,并且随着时间的推移会更加突出。从理论上讲,本研究将社交商务研究的范围从 B2C 扩展到具有更复杂人际动态的 C2C 场景。同时,建议管理者鼓励追随,激发协作,向“市场”注入额外的虚拟礼物,留住客户以产生长期利润。
更新日期:2021-09-23
down
wechat
bug