Study On The Influence Mechanism Of Broadcaster And Live Scene On User's Donation Intention

Donation is a popular user behavior in live streaming,and many users irrationally donate to their favorite broadcasters.Donation behavior originates from the donation function of the online live streaming platform,such as “Rubi” of YY.com,“Fishball” of Douyu,“Tiger grain” of Huya,“Bit” of Twitch.As a hot function in live streaming platforms,donation is not only the income source of broadcasters,but also the main profit model of live streaming platforms.In 2018,there were more than 143 million users who had donated on live streaming platforms in China.The total amount of donations received by broadcasters reached 54.8 billion yuan,and the donation income was increasing month by month.Traditional economics holds that people are rational and can make the choice to maximize their own interests.However,in live streaming,the donation behavior of users is not an “economic man” behavior.How is the tendency of this irrational behavior(that is,intention to donation)affected by the prime characteristics of live streaming?This thesis focus on the influence mechanism of the prime characteristics of live streaming on users' donation intention,and mainly discusses the following three questions.First,what factors of live streaming are related to users' donation intention? Second,how do the characteristics of live streaming factors influence users' internal states? Third,how does users' donation intention form in live streaming.The research work includes:(1)This thesis proposed research questions,sorted out the existing literatures,and put forward the research direction.(2)From the perspectives of broadcaster characteristics and live scene characteristics,this thesis constructed the research model based on S-O-R model,attachment theory and flow theory,and put forward research hypotheses.(3)Selecting live streaming users as the object,this research conducted online questionnaire surveys,and obtained 403 valid questionnaires.(4)Through the analysis of reliability and validity and the construction of structural equation model,the research hypothesis of this thesis was tested.(5)This thesis explained the research results of this article,discussed theoretical contributions and practical significance,pointed out the limitations in the research,and looked forward to future research directions.The results show that:(1)In terms of broadcaster characteristics,trustworthiness and attractiveness have a positive effect on emotional attachment,but expertise has no significant effect on emotional attachment;(2)In terms of live scene characteristics,telepresence and entertainment have a positive effect on flow experience,but instant feedback and interactivity have no significant effect on flow experience;(3)emotional attachment has a positive effect on donation intention,but flow experience has no significant effect on donation intention;(4)flow experience has a positive effect on emotional attachment.This thesis enriches the research perspectives in the field of donation in live streaming,integrates attachment theory and flow theory,and extends research model on live streaming.The research results may help the online live streaming platforms to increase traffic and gain revenue,and also may help broadcasters attract fans,create co-value with users,and gain donation income.