University of Twente Student Theses


Understanding the Dynamics of Online Gift-Giving Behaviour : An Exploratory Study

Sasse, Vanessa (2023) Understanding the Dynamics of Online Gift-Giving Behaviour : An Exploratory Study.

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Abstract:This study explores gift-giving dynamics on Twitch, focusing on variations in viewer types and motivations for donating online. The research addresses the gap in understanding why people donate. Previous studies focused on viewer types and their intentions to watch streams, leaving out behaviours which might depending on viewer type, like gift-giving. This study employs a mixed-methods approach, interviewing and surveying 15 participants from four viewer types: "Try Before You Buy," "Antisocial Viewers," "Loyal Lurkers," and "Social Viewers." The study uncovers unique reasons for gift-giving among these viewer types. VT1 gives to express emotions, show appreciation, and support the streamer. VT2 donates to avoid ads and compensate the streamer for their work. VT3 shows appreciation, ensures future content, and supports the streamer. VT4 contributes to enhance the streaming experience. Additionally, streamer size showed to significantly influence gift-giving behaviour. The results reveal that gift-giving is multifaceted, encompassing expressions of appreciation, support for future content, and stream enhancement. This complexity underscores the nuances of streamer-viewer relationships and gift-giving behaviours. The findings offer insights for streamers, content creators, and media platforms to better understand their audience and foster stronger connections, encouraging gift-giving and community engagement.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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