In live streaming industry, there is a growing number of PK events where a PK team consists of two streamers who jointly complete a competitive session. However, it has not been widely investigated on the mechanism through which the composition of a PK team influences viewers’ gifting behavior. This study proposes the diversity of a PK team can influence the level of virtual gifting in a PK event. Moreover, the moderating effect of pairwise PK repetition is investigated. To test our hypotheses, PK records (N=31,140) were collected and analyzed from a leading Chinses live streaming platform. Analytical results attested to the positive effect of diversity attributes and a negative effect of PK repetition, while the moderating effect of PK repetition was proved to be statistically significant. Discussion and implications are provided to enrich the current studies on live streaming platforms.
Song, Xiaofei; Cai, Zhao; Chong, Alain; Lim, Eric T. K.; and Yang, Haiping, "Investigating the Effect of PK Team Diversity on Live Streaming Gifting Behavior: The Moderating Role of PK Repetition" (2021). PACIS 2021 Proceedings. 117.
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