Enemies or Friends? Disentangling the Role of Rivalry in Encouraging Virtual Gifting in Live Streaming PK Events

Zhao Cai, Alain Yee Loong Chong, Eric T.K. Lim, Chee-Wee Tan

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review


PK events, where two streamers are paired to compete for virtual gifts received in a given time, serve as an important source of revenue for Chinese live streaming platforms. Building on rivalry theory, we aim to elucidate the role of rivalry in enhancing viewers’ gifting behaviors for PK events. Specifically, we posit similarity, repeated competition, and competitiveness as the antecedents of rivalry of dyadic competitive relationships, which in turn influences viewers’ virtual gifting behaviors in support of their favored live streamer. To validate the hypothesized relationships, secondary data on PK events were collected from a leading live streaming platform. Findings from this study not only expand on extant literature by scrutinizing how rivalry arises on digital entertainment platforms where competitions are devised for increasing the exposure of entertainers, but also inform practitioners on how to match live streamers for PK events to maximize rivalry and viewers’ gifting behaviors.
TitelProceedings of the 29th European Conference on Information Systems (ECIS)
UdgivelsesstedAtlanta, GA
ForlagAssociation for Information Systems. AIS Electronic Library (AISeL)
StatusUdgivet - 2021
BegivenhedThe 29th European Conference on Information Systems (ECIS) 2021: Human Values Crisis in a Digitizing World - Virtual Conference, Marrackech, Marokko
Varighed: 14 jun. 202114 jun. 2021
Konferencens nummer: 29


KonferenceThe 29th European Conference on Information Systems (ECIS) 2021
LokationVirtual Conference
NavnProceedings of the European Conference on Information Systems