不同直播类型下主播互动类型和互动策略对受众打赏-AtlantisPress.PDF

Advances in Social Science, Education and Humanities Research (ASSEHR), volume 237 3rd International Conference on Humanities Science, Management and Education Technology (HSMET 2018) The Impact of Interactivity on Virtual Gifts Giving Intent ——Based on Live-Streaming Platforms Jun Fan1,a,Qing Zhang2,b 1School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China 2School of Business Administration, Zhejiang Gongshang University, Hangzhou, Zhejiang, China a b fj@, 1183691204@ *Qing Zhang Keywords: Live-Streaming, Interactive, Type, Interactive, Strategy, Emotional, Energy, Broadcaster Identification. Abstract. Using interaction ritual theory and social identity theory, this research examines how the interactive types and interactive strategies in live-streaming under two different live-streaming types influence the audience’s gifts giving intent will through a 2x2x2 experimental designs.The results shows that: (1) When using task-oriented interaction and the updog strategy in the video games live-streaming can arouse more emotional energy and broadcaster identification of the audience. (2)When using relation-oriented interaction and the underdog strategy in the talent shows live-streaming can arouse more emotional energy and broadcaster identification of the audience.(3) The emotional energy has a significant positive influence on broadcaster identification and the virtual gifts giving intent,and the virtual gifts giving intent is also influenced by the broadcaster identific