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.
Highlights
In recent years, social media have overwhelmed the Internet experience of users and academic researches
No longer passive recipients of information, users interact with other users online and make consumer-initiated contributions [3]. These forms of user interaction are known as user-generated content (UGC)
This type of social media has a remarkable advantage of allowing users to collaborate and providing various ways to participate beyond the mere support of personal expression and communication [4]
Summary
Social media have overwhelmed the Internet experience of users and academic researches. No longer passive recipients of information, users interact with other users online and make consumer-initiated contributions [3] These forms of user interaction are known as user-generated content (UGC). This type of social media has a remarkable advantage of allowing users to collaborate and providing various ways to participate beyond the mere support of personal expression and communication [4]. This type of social media involves many new and varied platforms (e.g., YouTube, Facebook, and WeChat). The audience in the same room can communicate with other audiences or streamers via bullet curtain (a specified name of a type of real-time comment) or send virtual gifts to the streamers they like
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