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What motivates audience comments on live streaming platforms?

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  • Mengdi Wang
  • Dong Li

Abstract

This study aims to discuss audiences’ interaction and engagement with live streaming from a sociological perspective to investigate the different effects of information factors on audiences’ real-time interactions. Based on the interaction ritual chains theory, a data crawler was written using Python to collect data on the Huajiao platform for 1090 groups from 480 video game live rooms and 610 talent show live rooms. The results show that audiences’ commenting was mostly affected by the number of viewers, the gender of streamers, the number of likes, the number of gifts, and the duration of the live stream. Group comparison found that the effect of the number of viewers was significantly stronger in video game streaming, while the number of likes had a negative effect in video game streaming and a strong positive effect in live talent shows.

Suggested Citation

  • Mengdi Wang & Dong Li, 2020. "What motivates audience comments on live streaming platforms?," PLOS ONE, Public Library of Science, vol. 15(4), pages 1-12, April.
    • Handle: RePEc:plo:pone00:0231255
    DOI: 10.1371/journal.pone.0231255
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    References listed on IDEAS

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    Cited by:

    1. Meng Tao & Faizan Alam & Eva Lahuerta-Otero & Chen Mengyuan, 2024. "Get Ready to Buy With Me: The Effect of Social Presence Interaction and Social Commerce Intention on S-commerce Live Streaming," SAGE Open, , vol. 14(1), pages 21582440241, March.
    2. Luis Javier Cabeza-Ramírez & Fernando J. Fuentes-García & Guzmán A. Muñoz-Fernandez, 2021. "Exploring the Emerging Domain of Research on Video Game Live Streaming in Web of Science: State of the Art, Changes and Trends," IJERPH, MDPI, vol. 18(6), pages 1-27, March.
    3. Alida Volkmer, Sara & Meißner, Martin, 2024. "Beyond livestreaming: The rise of social media gifting and paid memberships − A systematic literature review and future research agenda," Journal of Business Research, Elsevier, vol. 185(C).
    4. Isaac Owusu Asante & Yushi Jiang & Xiao Luo, 2023. "Does it matter how I stream? Comparative analysis of livestreaming marketing formats on Amazon Live," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    5. Yi Li & Chongli Wang & Jing Liu, 2020. "A Systematic Review of Literature on User Behavior in Video Game Live Streaming," IJERPH, MDPI, vol. 17(9), pages 1-21, May.

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