You Watch, You Give, and You Engage

Zhicong Lu · Haijun Xia · Seongkook Heo · Daniel Wigdor

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Media and Digital Communication Digital Games and Media Legal Systems and Institutions

Abstract

Despite gaining traction in North America, live streaming has not reached the popularity it has in China, where live- streaming has a tremendous impact on the social behaviors of users. To better understand this socio-technological phenomenon, we conducted a mixed methods study of live streaming practices in China. We present the results of an online survey of 527 live streaming users, focusing on their broadcasting or viewing practices and the experiences they find most engaging. We also interviewed 14 active users to explore their motivations and experiences. Our data revealed the different categories of content that was broadcasted and how varying aspects of this content engaged viewers. We also gained insight into the role reward systems and fan group-chat play in engaging users, while also finding evidence that both viewers and streamers desire deeper channels and mechanisms for interaction in addition to the commenting, gifting, and fan groups that are available today.

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References

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Cited by

2020See now, act now: How to interact with customers to enhance social commerce engagement?2021Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi 2022How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective 2019"I feel it is my responsibility to stream"

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