Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Virtual gifting behavior on new social media: the perspectives of the community gift-giving model and face-negotiation theory

Virtual gifting behavior on new social media: the perspectives of the community gift-giving model... This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.Design/methodology/approachThis study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.FindingsThree antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.Practical implicationsThe findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.Originality/valueDrawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

Virtual gifting behavior on new social media: the perspectives of the community gift-giving model and face-negotiation theory

Internet Research , Volume 33 (4): 36 – Jul 17, 2023

Loading next page...
 
/lp/emerald-publishing/virtual-gifting-behavior-on-new-social-media-the-perspectives-of-the-jTFlP0gWMe

References (153)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-09-2021-0691
Publisher site
See Article on Publisher Site

Abstract

This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.Design/methodology/approachThis study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.FindingsThree antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.Practical implicationsThe findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.Originality/valueDrawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

Journal

Internet ResearchEmerald Publishing

Published: Jul 17, 2023

Keywords: Social media; Live video streaming; Gift-giving behavior; Virtual gifts; Mianzi

There are no references for this article.