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E-Commerce Letters 2023
虚拟徽章对直播平台用户虚拟礼物消费影响因素研究
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Abstract:
直播在全球范围内越来越受欢迎，而用户付费赠送虚拟礼物是直播平台和主播的一个主要收入来源。因此，了解影响用户赠送虚拟礼物的因素很重要。本文基于自我决定理论和社会互动理论，从虚拟徽章和用户互动两个角度来研究影响用户赠送虚拟礼物的因素，并从中国最大的直播平台上收集数据进行验证。本研究的主要结果显示，贵族徽章和粉丝徽章都能促进用户送礼，而且徽章级别越高，对用户的影响就越大。此外，当用户当前的粉丝徽章等级达到一定等级后，用户拥有的更高级别的粉丝徽章会对当前的粉丝徽章产生的正向的溢出效应。最后，同一直播间内的其他用户发送的弹幕字数和其他用户赠送虚拟礼物的价值会促进用户赠送虚拟礼物；用户赠送虚拟礼物的价值与直播间内负面弹幕的情感强度呈正相关。这项研究揭示了虚拟徽章和互动行为对用户赠送虚拟礼物的影响，丰富了虚拟社区和礼物相关的文献，同时也为直播平台以及主播提供了管理上的启示。
Live streaming is becoming increasingly popular worldwide, and virtual gifts given by users for a fee are a major source of revenue for live streaming platforms and hosts. It is therefore important to understand the factors that influence users to give virtual gifts. In our study, we investigate the factors that influence users’ gifting from the perspective of both virtual badges and user interactions on the largest live streaming platform in China. Our main results show that both noble badges and fan badges can facilitate users’ gifting, and the higher the level, the greater the impact on users. Furthermore, there is a positive spillover effect of higher-level fan badges on current fan badge when users’ current fan badge reaches a certain level. Finally, the number of danmaku sent by other users in the same channel and the value of virtual gifts given by other users will promote users to give virtual gifts; The value of virtual gifts given by users is positively correlated with the emotional intensity of the negative danmaku in the channel. This study reveals the impact of virtual badges and interaction behaviors on users’ gifting, contributing to the literature on virtual communities and gifts, as well as providing management insights for live streaming platforms as well as streamers.
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