Zhang Wenchi
Department of Sociological Studies, The University of Sheffield, Sheffield, United Kingdom.
Front Psychol. 2022 Aug 11;13:953484. doi: 10.3389/fpsyg.2022.953484. eCollection 2022.
In China, live streaming has grown rapidly in recent years, with gift-giving, a unique business model in live streaming, driving the development of many industries. This article explores the association between gift-giving behavior in game live streaming and viewers' live streaming experience. Specifically, this study aims to explore the correlation between , and gift-giving in the context of China. Based on the survey and interview of the viewer on Douyu, a Chinese live streaming platform, this study found that there is only a weak to a medium correlation between para-social relationships and viewers' gift-giving behavior. The correlation between social presence and gift-giving was even weaker. Although the conclusion of this study may be affected by the sample size limitation, it can still provide a reference for the current research on gift-giving on Chinese live streaming platforms.
近年来，直播在中国迅速发展，直播中的打赏作为一种独特的商业模式，推动了许多行业的发展。本文探讨了游戏直播中的打赏行为与观众直播体验之间的关联。具体而言，本研究旨在探讨在中国背景下，[此处原文缺失部分内容]与打赏之间的相关性。基于对中国直播平台斗鱼上观众的调查和访谈，本研究发现准社会关系与观众打赏行为之间仅存在弱至中等程度的相关性。社交临场感与打赏之间的相关性更弱。尽管本研究的结论可能受到样本量限制的影响，但仍可为当前关于中国直播平台打赏的研究提供参考。
