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<p>The predominant objective of the research was to develop an integrated research model to empirically establish the complex interplay between self-disclosure, interactivity, cognitive absorption, social support, parasocial interaction and user experience in predicting consumer behavior (i.e., virtual gift donation intention) in the context of social live streaming platforms. The data was gathered from 1130 respondents and evaluated by utilizing the multistage SEM-IPMA-ANN-NCA (Structural equation modelling- Importance performance map analysis-Artificial neural network-Necessary condition analysis) technique. The findings established that self-disclosure, interactivity, temporal disassociation, focused immersion, heightened enjoyment, curiosity, control, informational support, and emotional support would strengthen parasocial interaction and user experience, ultimately leading to virtual gift donation intention. This study contributes a comprehensive model of virtual gift donation on social live streaming platforms by drawing on cognitive absorption and social support theories, empirically identifying and ranking key contextual predictors, and evaluating their necessity logic. This research provides valuable insights to social live-streaming enterprises and other entities, such as live-streaming practitioners and operators, in devising effective marketing strategies to understand virtual gift donation intention.</p>

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Virtual gift donation on social live streaming platforms: insights from SEM-IPMA-ANN-NCA methods

  • 期刊论文

  • 发表日期：

    2025年7月8日

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  • Eugene Cheng-Xi Aw,
  • Sujo Thomas,
  • Ritesh Patel,
  • Viral Bhatt,
  • Sudhir Pandey,
  • Preeti Kulkarni

摘要

The predominant objective of the research was to develop an integrated research model to empirically establish the complex interplay between self-disclosure, interactivity, cognitive absorption, social support, parasocial interaction and user experience in predicting consumer behavior (i.e., virtual gift donation intention) in the context of social live streaming platforms. The data was gathered from 1130 respondents and evaluated by utilizing the multistage SEM-IPMA-ANN-NCA (Structural equation modelling- Importance performance map analysis-Artificial neural network-Necessary condition analysis) technique. The findings established that self-disclosure, interactivity, temporal disassociation, focused immersion, heightened enjoyment, curiosity, control, informational support, and emotional support would strengthen parasocial interaction and user experience, ultimately leading to virtual gift donation intention. This study contributes a comprehensive model of virtual gift donation on social live streaming platforms by drawing on cognitive absorption and social support theories, empirically identifying and ranking key contextual predictors, and evaluating their necessity logic. This research provides valuable insights to social live-streaming enterprises and other entities, such as live-streaming practitioners and operators, in devising effective marketing strategies to understand virtual gift donation intention.