Understanding how digital gifing influences social interaction on live streams

Yi Chieh Lee, Chi Hsien Yen, Dennis Wang, Wai Tat Fu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Digital gifting in live streaming, in which viewers buy digital gifts to reward the streamers, was worth over $200 million in 2018 in China and its growth has been accelerating. This paper explores what motivates people to tip and how it impacts interactions between viewers and streamers. Through a survey, we identifed the main categories of viewers' tipping motivations. We found that viewers were motivated by the reciprocal acts of streamers, who would engage in various types of social interactions with tippers during the live streams. The styles of interactions and contents of live stream based on the tipping are diferently infuenced by the motivations of viewers and streamers. For example, viewers often tip large to attract attentions from the crowd or promote preferred live-streaming content. These fndings provide more knowledge on the social interaction in live streaming platforms.

Original languageEnglish (US)
Title of host publicationProceedings of the 21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019
PublisherAssociation for Computing Machinery, Inc
ISBN (Electronic)9781450368254
DOIs
StatePublished - Oct 1 2019
Event21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019 - Taipei, Taiwan, Province of China
Duration: Oct 1 2019Oct 4 2019

Publication series

NameProceedings of the 21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019

Conference

Conference21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019
CountryTaiwan, Province of China
CityTaipei
Period10/1/1910/4/19

Keywords

  • Digital gift
  • Donate
  • Gift-giving
  • Live stream
  • Streamer
  • Tipping
  • Viewer

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Information Systems
  • Human-Computer Interaction
  • Software

Cite this

Lee, Y. C., Yen, C. H., Wang, D., & Fu, W. T. (2019). Understanding how digital gifing influences social interaction on live streams. In Proceedings of the 21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019 [a33] (Proceedings of the 21st International Conference on Human-Computer Interaction with Mobile Devices and Services, MobileHCI 2019). Association for Computing Machinery, Inc. https://doi.org/10.1145/3338286.3340144