Paper Number
ICIS2025-1395
Paper Type
Short
Abstract
With the rise of competitive features in live streaming, PK characterized by real-time competition and instant viewer feedback has become an important tool for streamers to enhance viewer engagement and increase tipping. Prior research has largely focused on interface design and viewers’ behavior, paying limited attention to the role of streamers as central actors in PK interactions. This study investigates how streamers dynamically adjust their identity strategies under PK pressure, and how these adjustments influence tipping amount. Using empirical data, we find that streamers significantly strengthen their identity strategies during PK, which enhances their positive effect on tipping amount. Furthermore, based on differences in identity strategies used across streamer types, we compare virtual and human streamers and find that virtual streamers benefit more from strategy adjustments and achieve higher tipping amounts. These findings enrich identity theory in competitive settings and offer practical guidance for streamers.
Recommended Citation
Huang, Ziyang; Kang, Haoming; and Xu, Ting, "PK Made Me Do It: Identity Strategy Adjustment in Competitive Live-streaming" (2025). ICIS 2025 Proceedings. 13.
https://aisel.aisnet.org/icis2025/user_behav/user_behav/13
PK Made Me Do It: Identity Strategy Adjustment in Competitive Live-streaming
With the rise of competitive features in live streaming, PK characterized by real-time competition and instant viewer feedback has become an important tool for streamers to enhance viewer engagement and increase tipping. Prior research has largely focused on interface design and viewers’ behavior, paying limited attention to the role of streamers as central actors in PK interactions. This study investigates how streamers dynamically adjust their identity strategies under PK pressure, and how these adjustments influence tipping amount. Using empirical data, we find that streamers significantly strengthen their identity strategies during PK, which enhances their positive effect on tipping amount. Furthermore, based on differences in identity strategies used across streamer types, we compare virtual and human streamers and find that virtual streamers benefit more from strategy adjustments and achieve higher tipping amounts. These findings enrich identity theory in competitive settings and offer practical guidance for streamers.
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Comments
16-UserBehavior