Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism
This study aimed to examine the association between Machiavellianism and gift-giving in live video streaming, as well as the mediating role of desire for control and the moderating role of materialism in this relation. A sample of 212 undergraduate students (146 males; the average age was 19.80 ± 2....
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| Format: | Article |
| Language: | English |
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MDPI AG
2022-05-01
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| Series: | Behavioral Sciences |
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| Online Access: | https://www.mdpi.com/2076-328X/12/5/157 |
| _version_ | 1797501519754428416 |
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| author | Gengfeng Niu Xiaohan Shi Siyu Jin Wencheng Yang Yang Wu Xiaojun Sun |
| author_facet | Gengfeng Niu Xiaohan Shi Siyu Jin Wencheng Yang Yang Wu Xiaojun Sun |
| author_sort | Gengfeng Niu |
| collection | DOAJ |
| description | This study aimed to examine the association between Machiavellianism and gift-giving in live video streaming, as well as the mediating role of desire for control and the moderating role of materialism in this relation. A sample of 212 undergraduate students (146 males; the average age was 19.80 ± 2.05 years old) with experience of gift-giving in live video streaming was recruited to complete questionnaires on Machiavellianism, desire for control, materialism, and the frequency of gift-giving in live video streaming. The results showed that Machiavellianism was positively associated with gift-giving in live video streaming through the mediating role of desire for control; and the mediating effect of desire for control was moderated by materialism, with this relation being stronger for individuals with a higher level of materialism. Though with several limitations (e.g., cross-sectional method), this study could deepen our understanding of the influencing mechanism of gift-giving in live video streaming, which could also provide practical implications for the sustainable development of the live video streaming industry. |
| first_indexed | 2024-03-10T03:19:35Z |
| format | Article |
| id | doaj.art-8b53061dbcdf453bb5c722665469b8cb |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-10T03:19:35Z |
| publishDate | 2022-05-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-8b53061dbcdf453bb5c722665469b8cb2023-11-23T10:05:20ZengMDPI AGBehavioral Sciences2076-328X2022-05-0112515710.3390/bs12050157Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of MaterialismGengfeng Niu0Xiaohan Shi1Siyu Jin2Wencheng Yang3Yang Wu4Xiaojun Sun5School of Psychology, Central China Normal University, Wuhan 430079, ChinaSchool of Psychology, Central China Normal University, Wuhan 430079, ChinaSchool of Psychology, Central China Normal University, Wuhan 430079, ChinaSchool of Psychology, Central China Normal University, Wuhan 430079, ChinaSchool of Marxism, Huazhong University of Science and Technology, Wuhan 430074, ChinaSchool of Psychology, Central China Normal University, Wuhan 430079, ChinaThis study aimed to examine the association between Machiavellianism and gift-giving in live video streaming, as well as the mediating role of desire for control and the moderating role of materialism in this relation. A sample of 212 undergraduate students (146 males; the average age was 19.80 ± 2.05 years old) with experience of gift-giving in live video streaming was recruited to complete questionnaires on Machiavellianism, desire for control, materialism, and the frequency of gift-giving in live video streaming. The results showed that Machiavellianism was positively associated with gift-giving in live video streaming through the mediating role of desire for control; and the mediating effect of desire for control was moderated by materialism, with this relation being stronger for individuals with a higher level of materialism. Though with several limitations (e.g., cross-sectional method), this study could deepen our understanding of the influencing mechanism of gift-giving in live video streaming, which could also provide practical implications for the sustainable development of the live video streaming industry.https://www.mdpi.com/2076-328X/12/5/157Machiavellianismonline gift-givinglive video streamingdesire for controlmaterialism |
| spellingShingle | Gengfeng Niu Xiaohan Shi Siyu Jin Wencheng Yang Yang Wu Xiaojun Sun Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism Behavioral Sciences Machiavellianism online gift-giving live video streaming desire for control materialism |
| title | Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism |
| title_full | Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism |
| title_fullStr | Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism |
| title_full_unstemmed | Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism |
| title_short | Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism |
| title_sort | machiavellianism and gift giving in live video streaming the mediating role of desire for control and the moderating role of materialism |
| topic | Machiavellianism online gift-giving live video streaming desire for control materialism |
| url | https://www.mdpi.com/2076-328X/12/5/157 |
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