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<p>Internet users’ consumption is paramount to the sustainability and success of live streaming e-commerce. Embracing the uses and gratifications theory, this study investigates the dissimilar impacts of various types of antecedents, including hedonic and social, as well as utilitarian factors, on two types of user consumption behaviors: product purchase and gift-giving. We collect multimodal data from 941 live streaming rooms in Douyin (TikTok in China) to test our research model. The statistical results indicate that many factors exert varied effects on the two types of consumption behaviors. This finding provides important insights for researchers aiming to reveal the crucial antecedent factors of different types of users’ consumption behaviors in live streaming scenarios, it can also offer practical implications for live streaming practitioners to improve their performances.</p>

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Purchase or gift-giving? A mixed-methods investigation involving live streaming e-commerce

  • 期刊论文

  • 发表日期：

    2025年2月5日

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  • Xu Xu,
  • Chuan Luo,
  • Shanjun Hou,
  • Quanmingyue Liu

摘要

Internet users’ consumption is paramount to the sustainability and success of live streaming e-commerce. Embracing the uses and gratifications theory, this study investigates the dissimilar impacts of various types of antecedents, including hedonic and social, as well as utilitarian factors, on two types of user consumption behaviors: product purchase and gift-giving. We collect multimodal data from 941 live streaming rooms in Douyin (TikTok in China) to test our research model. The statistical results indicate that many factors exert varied effects on the two types of consumption behaviors. This finding provides important insights for researchers aiming to reveal the crucial antecedent factors of different types of users’ consumption behaviors in live streaming scenarios, it can also offer practical implications for live streaming practitioners to improve their performances.