This study examines what drives user tipping on online video sharing platforms, focusing on how video characteristics such as contributor experience, content length, and content type affect tipping behavior. Drawing from theoretical foundations such as the elaboration likelihood model and social exchange theory, we propose several hypotheses. Based on a dataset from Bilibili.com, we employ econometric models to test the proposed hypothesis. We find that contributor experience generally decreases tipping, while longer videos tend to attract more tips. Additionally, users are more likely to tip for entertainment content over knowledge content, demonstrating a preference for hedonic values. Furthermore, the effects of contributor experience and content length on tipping are less pronounced for knowledge content than for entertainment content, showing different impacts based on content type. Our findings provide insight into the complex dynamics of viewer engagement and tipping on digital platforms.

中文翻译：

---

是什么促使用户给小费？投稿人体验、内容长度和内容类型对在线视频共享平台的影响


本研究研究了驱动在线视频共享平台上用户打赏的因素，重点关注投稿人体验、内容长度和内容类型等视频特征如何影响打赏行为。借鉴阐述似然模型和社会交换理论等理论基础，我们提出了几个假设。基于 Bilibili.com 的数据集，我们采用计量经济学模型来检验所提出的假设。我们发现，投稿人体验通常会减少打赏，而较长的视频往往会吸引更多的打赏。此外，用户更有可能为娱乐内容而不是知识内容打赏，这表明他们更喜欢享乐价值观。此外，知识内容的投稿人体验和内容长度对打赏的影响不如娱乐内容明显，根据内容类型显示不同的影响。我们的研究结果提供了对数字平台上观众参与和小费的复杂动态的见解。