Abstract

Despite the rapid expansion of entertainment live streaming services, the mechanisms through which user engagement translates into gifting expenditure remain insufficiently understood. Prior research has demonstrated that commitment predicts user consumption, the literature explaining the intricate mechanisms through which different dimensions of user commitment interact to influence gifting behavior remains lacking. The current study investigates the impact of congruence and incongruence between platform and content commitment on user gifting from the congruence perspective. We used a dataset of 184,758 user activity logs to test the research model through polynomial regression response surface analysis. Findings reveal that incongruence between platform and content commitment negatively affects gifting, while congruence exhibits a nonlinear influence. This research advances the theoretical understanding of commitment and provides insights into the complex dynamics driving gifting behavior in entertainment live streaming environments. Practical implications on enhancing and improving user consumption are provided for platform operators.

Entertainment Live Streaming, Gifting Behavior, Commitment Theory, Social Status, Polynomial Regression Analysis

DOI

10.17705/1jais.01036

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