Abstract
As live streaming becomes more popular, research has not fully explored how and why people donate in live streaming. Current studies examine motivations and need satisfaction to explain why people participate in live streaming. However, these studies do not provide a satisfactory answer to the question of why people continue to donate in live streaming. Studies also fail to show what stimuli perceived in a live stream can generate intense participation, such as subscription and donation. This study clarifies the behavioral mechanism that ‘explains people’s intense participation in live streaming. Applying the Stimulus-Organism-Response (S-O-R) model, this study attempts to answer the research question: How are donation behaviors (R) performed in response to individuals’ sensemaking (O) to environmental stimuli (S)? We conducted an interpretive qualitative research to explore the sponsors’ S-O-R process to clarify the above research question. Our findings indicated that sponsors interpreted the live stream as a party, and they paid more attention to the way they enjoyed the party. Sponsors donated a live stream to heat up the atmosphere and make the party fun. They left messages and attached funny videos to the pop-up window enabled by the donation to show their enthusiasm and support for the live streamer. Research implications are also discussed.
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Chu, TH., Chu, WH., Lee, YH. (2023). Why Do People Donate for Live Streaming? Examining the S-O-R Process of Sponsors in the Live Streaming Context. In: Nah, F., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2023. Lecture Notes in Computer Science, vol 14039. Springer, Cham. https://doi.org/10.1007/978-3-031-36049-7_20
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