用户慷慨之谜:基于实时行为数据的直播打赏动因实证研究OACHSSCD
The Puzzle of User Generosity:An Empirical Study on the Motivations for Live Streaming Gifting Based on Real-Time Behavioral Data
[目的/意义]观众打赏付费礼物是中国网络直播产业发展的主要营收来源.本文选择使用与满足理论来解释网络直播观众打赏付费礼物行为的影响因素.[方法/过程]本文爬取了直播平台用户行为的客观数据,使用988 829条数据集对研究模型进行实证分析,并采用多种方法来确保研究结果的稳健性,降低内生性问题的影响.[结果/结论]本研究丰富了现有文献对网络直播用户行为的理解,扩展了使用与满足理论在网络直播场景中的应用边界,为直播平台和主播创收提供了策略指导与实践启示.
[Purpose/Significance]Viewers sending paid gifts has become the core revenue source of the live stream-ing industry.Based on the Uses and Gratifications Theory,this study explains the key factors influencing viewers'gifting behavior in live streaming.[Method/Process]We collected objective behavioral data from a live streaming platform and con-ducted an empirical analysis of the research model using a dataset of 988829 observations.Multiple methods were employed to ensure the robustness of the results and to mitigate potential endogeneity issues.[Result/Conclusion]This study enhances the current understanding of user behavior in live streaming contexts and extends the application boundary of Uses and Gratifications Theory to this domain.It also provides strategic and practical implications for revenue generation by platforms and streamers.
龚鸣川;赵宇翔
南京大学信息管理学院,江苏 南京 210023||南京理工大学经济管理学院,江苏 南京 210094南京大学信息管理学院,江苏 南京 210023
社会科学
网络直播社会化电商用户交互行为使用与满足理论打赏礼物
live streamingsocial e-commerceuser interactive behavioruse and gratification theorysending gifts
《现代情报》 2026 (7)
71-82,12
国家自然科学基金青年项目"网络直播使用成瘾的特征识别、形成机理与干预机制研究"(项目编号:72301138).
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