Influencing factors of users’ shift to buying expensive virtual gifts in live streaming: Empirical evidence from China

The market size of live streaming on the Internet, in which the streamer earns profit by prompting users to give virtual gifts through emotional labor, is getting bigger and bigger. However, most users will only buy cheap virtual gifts in live streaming, therefore exploring how to promote users to b...

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Bibliographic Details
Main Authors: Junwei Cao, Guihua Zhang, Dong Liu, Meng Shang
Format: Article
Language:English
Published: Frontiers Media S.A. 2022-11-01
Series:Frontiers in Psychology
Subjects:
Online Access:https://www.frontiersin.org/articles/10.3389/fpsyg.2022.997651/full