 Predicting viewer gifting behavior in sports live streaming platforms: The impact of viewer perception and satisfactionHaoyu Liu, Kim Hua Tan and Kulwant Pawar Journal of Business Research, 2022, vol. 144, issue C, 599-613 Abstract: Sports viewers have been offered an unprecedented viewing experience to share their passion with their team and communicate in real-time with a streamer and other viewers by sending messages and virtual gifts on sport live streaming platforms (SLSPs). These activities can reflect viewers’ underlying perceptions and levels of satisfaction towards the viewing experience. Using actual viewers’ behavioral big data, comprising of 16,204 real-time messages and 5,540 virtual gifts, this study combines machine learning techniques and structural equation modelling (SEM) to examine the influence of viewer value perception on gifting behavior through the mediation effect of satisfaction. The results suggest that satisfaction fully mediates the effects of viewer value perception on gifting amount and partially mediates the effects of value perception on gifting number. Important theoretical and managerial implications of this study for social live streaming service (SLSSs) researchers and practitioners are also discussed. Keywords: Engagement behavior; Value perception; Social live streaming services; Sports live steaming platforms; Machine learning (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:599-613 DOI: 10.1016/j.jbusres.2022.02.045 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.