The Impact Of Interactivity Style On Virtual Gifts Giving Intent-Under Different Live Scenes

2016,named the first year of live streaming.The live streaming has penetrated into people’s lives and became the craze of capital influx.The live streaming has been used by more and more merchants.The existing research mainly analyses the industry trends,market prospects,profit models of the live streaming,etc.,but there’s not so much research on the specific live streaming platform,especially the research on the broadcaster is relatively weak,so the practical guidance for the live streaming platform is limited.This article steps from the broadcasters themselves and discusses which interactive elements of the broadcaster will affect the audience’s gifts giving intent.The research uses a combination of qualitative and quantitative methods.Firstly,starting from the largest two market share of the live streaming included video games live streaming and talent shows live streaming and continuing to pay attention to the broadcaster,and then adjust the research model based on the depth observation results,using the interactive ritual chain theory and social identity theory,and On this basis,through a 2x2x2 experiment and large-scale questionnaire survey,this research examines how the interactive types and interactive strategies in live-streaming under two different live-streaming types influence the audience’s gift giving intent.The results shows that:(1)In the video games live-streaming,when using task-oriented interaction,the updog strategy can arouse more emotional energy and broadcaster identification of the audience;when using relation-oriented interaction,the underdog strategy can arouse more emotional energy and broadcaster identification of the audience.(2)In the talent shows live-streaming,Whenever using task-oriented interaction or relation-oriented interaction,the underdog strategy can arouse more emotional energy and broadcaster identification of the audience.(3)The emotional energy has a significant positive influence on broadcaster identification and the virtual gifts giving intention,and the virtual gifts giving intention will is also influenced by the broadcaster identification significantly.