… phenomenon of purchasing virtual gifts in China, … live streaming viewers to purchase virtual
gifts in China. This study also intends to offer insights into monetizing live streaming platforms …

… First, the online visibility of virtual gifts on a live streaming platform is … , virtual gift giving
on live streaming platforms should be designed to be more ritualistic. For instance, online gifts …

… The virtual gift is one of the most important business models for these live streaming platforms.
The viewers can purchase and send virtual gifts to the streamers during the live process. …

… reshapes the emerging dynamics between platforms, technology, and the … ’s live streaming
platforms reported in this paper was aimed to determine how virtual gifting – disguised as gift …

… intention of virtual gifts in live streaming from contextual and … dependence on consumption
intention of virtual gifts. It also reveals … Virtual gifts are offered by live streaming platforms for …

… Although previous research has not examined live streaming platforms, the differences in
platform characteristics in this study did not hinder the formation of relationships. Enjoyment, …

… Virtual gift consumption behavior on live streaming platforms can be regarded as a kind
of ostentatious consumption, which is a manifestation of social interaction and thus is easily …

… of live streaming literature in Appendix A in the hyperlink. This study attempts to address what
can lead viewers to purchase virtual gifts in the live streaming … that live streaming platforms …

… the virtual gifts given by MMOG live streaming viewers based on 988,829 observations of
viewers on the Douyu live streaming platform. … ’ gift-giving choices on live streaming platforms. …

… virtual goods in live streaming is for streamers. Upon receiving the virtual gifts, streamers and
live streaming platforms split … , virtual gifting generates revenue for live streaming platforms, …