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Workshop on E-Business

WEB 2018: The Ecosystem of e-Business: Technologies, Stakeholders, and Connections pp 46–52Cite as

Why Monetary Gift Giving? the Role of Immediacy and Social Interactivity

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Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 357))

Abstract

Live streaming, as a new practice of online digital content business, generates revenue mainly through users’ monetary gift giving to content providers. The designs of the live-streaming platforms allow users to experience real-time interactions with both content providers and the virtual community. This study investigates potential motivations regarding the immediacy and real-time social interactivity and tests their impacts on users’ intention of monetary gift giving behavior. The findings will not only extend the self-presentation theory to new contexts but also contribute to the Internet gift economy by elucidating underlying motivations in the victual gifting cycle. The study will offer a new angle for online digital content businesses worldwide on how to construct interactive functions in online communities.

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Author information

Authors and Affiliations

  1. The University of Hong Kong, Pok Fu Lam, Hong Kong

    Bingjie Deng & Michael Chau

Authors
  1. Bingjie Deng
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  2. Michael Chau
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Corresponding author

Correspondence to Bingjie Deng .

Editor information

Editors and Affiliations

  1. Bentley University, Waltham, MA, USA

    Jennifer J. Xu

  2. Oregon State University, Corvallis, OR, USA

    Bin Zhu

  3. University of Utah, Salt Lake City, UT, USA

    Xiao Liu

  4. University of Illinois, Urbana-Champaign, USA

    Michael J. Shaw

  5. Georgia Institute of Technology, Atlanta, GA, USA

    Han Zhang

  6. University of Washington, Seattle, WA, USA

    Ming Fan

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Deng, B., Chau, M. (2019). Why Monetary Gift Giving? the Role of Immediacy and Social Interactivity. In: Xu, J., Zhu, B., Liu, X., Shaw, M., Zhang, H., Fan, M. (eds) The Ecosystem of e-Business: Technologies, Stakeholders, and Connections. WEB 2018. Lecture Notes in Business Information Processing, vol 357. Springer, Cham. https://doi.org/10.1007/978-3-030-22784-5_5

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  • DOI: https://doi.org/10.1007/978-3-030-22784-5_5

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-22783-8

  • Online ISBN: 978-3-030-22784-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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