Examining gifting behavior on live streaming platforms: An identity-based motivation model

Li, R; Lu, YB; Ma, JF; Wang, WQ

Lu, YB; Ma, JF (corresponding author), Huazhong Univ Sci & Technol, Sch Management, Wuhan, Peoples R China.

INFORMATION & MANAGEMENT, 2021; 58 (6):

Abstract

Social live streaming services are becoming increasingly popular worldwide, and viewers' gifting behavior is critical to the success of the business m......

Full Text Link