Yixin Ye
Biographic Data
| ID | 10640717 |
|---|---|
| NAME | Yixin Ye |
| GIVEN NAMES | Yixin |
| FAMILY NAME | Ye |
| SIGNATURE | YE Y |
| AFFILIATIONS | Fudan University |
| ORCID | 0000-0002-3031-1593 |
| VERIFIED | No |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 1 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2022 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 0 |
Understanding Virtual Gifting in Live Streaming by the Theory of Planned Behavior
Based on the theory of planned behavior (TPB), the current study developed a model to understand motivations and predictors of viewers’ virtual gifting behaviors in online live streaming. The model was tested with data from 392 live streaming viewers with previous virtual gifting experiences. The results showed that perceived pleasure, interaction with streamers, group interactions, and support for streamers can predict individual attitudes towar…
No prominent works on this page.
Understanding Virtual Gifting in Live Streaming by the Theory of Planned Behavior
Based on the theory of planned behavior (TPB), the current study developed a model to understand motivations and predictors of viewers’ virtual gifting behaviors in online live streaming. The model was tested with data from 392 live streaming viewers with previous virtual gifting experiences. The results showed that perceived pleasure, interaction with streamers, group interactions, and support for streamers can predict individual attitudes towar…
Advertising (1 work) · Affect (linguistics) (1 work) · Attractiveness (1 work) · Business (1 work) · Communication (1 work) · Computer Science (1 work) · Control (management) (1 work) · Digital Marketing and Social Media (1 work) · Human–computer interaction (1 work) · Impact of Technology on Adolescents (1 work)