Impact of viewer engagement on gift-giving in live video streaming
- Authors
- Yu, Eun; Jung, Chanyong; Kim, Hyungjin; Jung, Jaemin
- Issue Date
- 8월-2018
- Publisher
- ELSEVIER SCIENCE BV
- Keywords
- Gift-giving; Gift purchase; AfreecaTV; Live video streaming; Synchronous communication; Viewer engagement
- Citation
- TELEMATICS AND INFORMATICS, v.35, no.5, pp.1450 - 1460
- Indexed
- SSCI
SCOPUS
- Journal Title
- TELEMATICS AND INFORMATICS
- Volume
- 35
- Number
- 5
- Start Page
- 1450
- End Page
- 1460
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/74247
- DOI
- 10.1016/j.tele.2018.03.014
- ISSN
- 0736-5853
- Abstract
- This study investigates the effect of viewer engagement on gifting items to a streamer in a live video streaming. Data were collected from AfreecaTV, a leading live video streaming platform in South Korea, to examine viewer engagement and gift-giving behavior. After analyzing 2,294,837 viewers over a three-month period, the empirical results provide evidence that viewer engagement is positively associated with gift-giving decisions. However, the impact of viewer engagement on the amount of gifts purchased is different depending on how the engagement is measured (i.e., by stream or by channel). This study empirically proves that the motive for socialization has a high correlation with gift-giving behavior, which is considered as commoditization of a viewer's social interaction while consuming media. The study concludes with a discussion on practical implications for live video streaming services and suggestions for future research.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Executive Vice President for Research > Institute of Convergence Science > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.