Discovery of behavioral patterns in online social commerce practice becomes important in this digital era. In this article, we propose a systematic approach to behavioral pattern discovery, and apply it in an emerging online social commerce venue: live streaming. We investigate behavioral patterns in gifting encouragement in live streaming to understand online social commerce practice. Our proposed approach is based on multiple triangulation, including data source triangulation (i.e., streamers, viewers, and actual behavior) and data collection method triangulation (i.e., interviews, focus groups, and observations). Through multiple triangulation, four behavioral patterns of gifting encouragement are discovered: (i) requesting a certain gift for providing a particular service, (ii) creating a raffle, (iii) eliciting competition between individuals, and (iv) eliciting competition between groups. This research reveals the special behavioral patterns in live streaming, and thus increases our knowledge of social commerce practices. This research provides a systematic approach to discover online behavioral patterns, and provides practical implications in live streaming platforms, especially in marketing and platform design.

中文翻译：

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在线社交商务实践中的行为模式发现

在这个数字时代，发现在线社交商务实践中的行为模式变得很重要。在本文中，我们提出了一种行为模式发现的系统方法，并将其应用于新兴的在线社交商务场所：直播。我们调查直播中送礼鼓励的行为模式，以了解在线社交商务实践。我们提出的方法基于多重三角剖分，包括数据源三角剖分（即流媒体、观众和实际行为）和数据收集方法三角剖分（即访谈、焦点小组和观察）。通过多重三角测量，发现了四种送礼鼓励的行为模式：（i）要求提供特定礼物以提供特定服务，（ii）创建抽奖，（iii）引发个人之间的竞争，(iv) 引发群体之间的竞争。这项研究揭示了直播中的特殊行为模式，从而增加了我们对社交商务实践的了解。这项研究提供了一种系统的方法来发现在线行为模式，并为直播平台提供了实际意义，特别是在营销和平台设计方面。