Purpose

Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Design/methodology/approach

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Findings

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

Originality/value

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

中文翻译：

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准社会关系在直播虚拟礼物购买中的作用：两阶段SEM神经网络分析

目的

尽管虚拟礼物在直播中迅速流行，但研究缺乏对这种行为背后驱动因素的深入了解。本研究旨在利用准社交关系（PSR）捕捉观众对主播的活跃社交感受，作为导致虚拟礼物购买行为的关键因素。它还旨在建立 PSR 与观众在直播中通过认知吸收获得的整体体验之间的理论联系，并旨在研究技术特征的作用（即观众与主播和观众与观众的交互性、主播级别和观众级别）深入的剖析和设计美学）塑造观众的体验。

设计/方法论/途径

本研究基于 433 份调查回复，结合使用结构方程模型和神经网络，为技术环境、观看者体验和观看者行为之间的关系提供有价值的见解。

发现

我们的结果强调了 PSR 在通过认知吸收促进虚拟礼物购买方面的显着性以及技术环境在引发观众体验方面的重要性。这项研究揭示了 PSR 在技术环境中的发展及其与认知吸收的关系。

原创性/价值

通过应用 PSR 来概念化观众与主播的感知联系，本研究通过提供对直播中虚拟礼物购买行为的启发性理解，扩展了对非购物环境中购买行为的研究。此外，从理论上将PSR与认知吸收、虚拟礼物购买和直播技术特征联系起来，丰富了PSR理论，弥合了支持直播IT基础设施的设计实践与研究之间的差距。