Understanding donation intention in live streaming: A dedication-constraint approach

Abstract

Live streaming has gained popularity and is helpful in facilitating real-time interactions. Unlike face-to-face interactions, relationship development between viewers and streamers faces uncertainty due to low commitment to the relationship. Considering the distinctive features of live streaming interactions, this study builds on the dedication-constraint framework to analyze how live streaming relationship development affects post-adoption behaviors and is facilitated by live streaming interactions. We theorize this relationship development as motivational feedback and self-regulation deficiency that represent dedication and constraint, respectively. Live streaming interactions are captured by personalization, responsiveness, and entertainment. Our model is empirically assessed using data collected from 211 experienced live streaming users in Taiwan. The proposed hypotheses are largely supported, showing that donation is jointly affected by motivational feedback and self-regulation deficiency. Live streaming interactions positively influence the dedication-constraint factors for relationship development. We discuss the theoretical and practical implications.