Research on Factors Influencing the Rewarding Behavior of Virtual Anchors’ Fans

In recent years, virtual anchors have emerged as a new trend on video websites, and their fan-rewarding consumption power has exceeded expectations. This paper aims to summarize academic research on virtual anchors and their fan communities, live streaming rewards, and fan consumption behavior characteristics. It summarizes the factors influencing the fan rewarding behavior of virtual anchors from each participant of the live broadcast process, such as live content, platforms, anchors, and fans, on the basis of an overview of the characteristics of fan consumption behavior and the specific forms of fan rewarding in the live broadcast of virtual anchors. This study fills a gap in this cross-sectional field and reveals that the surge of virtual live-streaming reward is largely attributed to the interaction between the platform, anchors, live content, and fans. The findings have significant implications for the healthy development of the industry, the formulation of future profit strategies for live-streaming platforms, and the enhancement of fans' understanding of reward mechanisms.