Page 111 - 臺大管理論叢第32卷第1期

NTU Management Review Vol. 32 No. 1 Apr. 2022

Table 3 The Effects of the Characteristics and Behaviors of Streamer on Paid
Gifting in Live-Streaming
Product Dependent Streamers' Streamers'
Studies Theory Methodology
Domain Variable Behaviors Characteristics
Wan et al. YY live- Social-technical Questionnaire Emotional ● Interaction with ● Personaliza-
(2017) streaming systems and design/ attachment/ viewers tion
attachment Structural Functional ● Providing ● Sociability
theory equation dependence/ information value
modeling Donate Intent
Yu et al. TV Live- Theory of social Dataset Gift-sending ● Chatting with the ╳
(2018) streaming interaction behavior viewers
Wohn and eSport Theory of Questionnaire Gift-sending ● Streamer's worth ● Attractive-
Freeman game emotional design intention ness
(2020) in Live- attachment and
streaming attractiven-ess
Zhang et Live video Reciprocity In-depth Gift-sending ● Communicating ╳
al. (2019) streaming interview intention with the viewers
● Reciprocal
relationship

This study Douyu. Theory Web Crawling/ Gift-sending ● Chatting with the ● Gender
com (food of Social Hierarchical behavior viewers ● Outward
streamer psychology and Bayesian ● Responses to beauty
in live- host style Model viewers' questions Host style:
streaming) ● Sharing food ● Sociability
features ● Comic
● Cooking skill ● Persuasive
sharing
● Tasting experience
sharing

28,575 comments, and 44,787.3 RMB of gift values. The average gift value across all live
streaming is equal to 4,478.7 RMB, and the average comment volume is 2,857.5 per live
stream.

The data includes the time-varying behaviors of viewers per second in each food live
stream, such as sending comments or gifts in danmaku (Zhou et al., 2019). We collect all
recordings of danmaku in the DouYu live-streaming website using the obs web crawler
program (http://www.obsapp.com/apps/obsdanmu/), which can crawl through both

historical comment contents and the numbers of gifts sent during each live stream. We
calculate the number of comments in each live stream from the release period, including

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