现代情报2026，Vol.46Issue(7)：71-82,12.DOI:10.3969/j.issn.1008-0821.2026.07.006
用户慷慨之谜:基于实时行为数据的直播打赏动因实证研究
The Puzzle of User Generosity:An Empirical Study on the Motivations for Live Streaming Gifting Based on Real-Time Behavioral Data
摘要
Abstract
[Purpose/Significance]Viewers sending paid gifts has become the core revenue source of the live stream-ing industry.Based on the Uses and Gratifications Theory,this study explains the key factors influencing viewers'gifting behavior in live streaming.[Method/Process]We collected objective behavioral data from a live streaming platform and con-ducted an empirical analysis of the research model using a dataset of 988829 observations.Multiple methods were employed to ensure the robustness of the results and to mitigate potential endogeneity issues.[Result/Conclusion]This study enhances the current understanding of user behavior in live streaming contexts and extends the application boundary of Uses and Gratifications Theory to this domain.It also provides strategic and practical implications for revenue generation by platforms and streamers.关键词
网络直播/社会化电商/用户交互行为/使用与满足理论/打赏礼物Key words
live streaming/social e-commerce/user interactive behavior/use and gratification theory/sending gifts分类
社会科学引用本文复制引用
龚鸣川,赵宇翔..用户慷慨之谜:基于实时行为数据的直播打赏动因实证研究[J].现代情报,2026,46(7):71-82,12.基金项目
国家自然科学基金青年项目"网络直播使用成瘾的特征识别、形成机理与干预机制研究"(项目编号:72301138). （项目编号:72301138）
