{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,16]],"date-time":"2026-04-16T19:46:54Z","timestamp":1776368814092,"version":"3.51.2"},"reference-count":60,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2023,12,4]],"date-time":"2023-12-04T00:00:00Z","timestamp":1701648000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2024,1,30]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study aims to explore the determinants of viewers\u2019 gifting and social sharing behaviours in online streaming from a dual-attachment perspective and to explain how live streaming fosters attachment through a social interaction aspect.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This study conducted an online survey with 316 valid responses to test the research model. The structural equation modelling approach was applied to assess both the measurement and structural models.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results show that both bond-based and identity-based attachments promote gifting and social sharing behaviours. Participation and cognitive communion motivate viewers to establish bond-based attachment, while group interaction among viewer crowds encourages viewers to create identity-based attachment. In addition, group interaction can moderate the relationship between participation and bond-based attachment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is one of the earliest attempts to highlight the significance of viewer crowd and viewer-viewer interaction in promoting viewers\u2019 behaviours in live streaming context. This study also indicates that viewer-viewer interaction can moderate the impact of viewer\u2013streamer interaction, which is among the first to investigate the interaction effects of viewer-viewer interaction and viewer\u2013streamer interaction.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-06-2023-0380","type":"journal-article","created":{"date-parts":[[2023,11,30]],"date-time":"2023-11-30T21:47:37Z","timestamp":1701380857000},"page":"564-582","source":"Crossref","is-referenced-by-count":9,"title":["Understanding the determinants of\u00a0gifting and social sharing\u00a0in\u00a0live\u00a0streaming: a\u00a0dual-attachment perspective"],"prefix":"10.1108","volume":"124","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7136-7625","authenticated-orcid":false,"given":"Yan","family":"Zhang","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8753-9268","authenticated-orcid":false,"given":"Yongqiang","family":"Sun","sequence":"additional","affiliation":[]},{"given":"Nan","family":"Wang","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,12,4]]},"reference":[{"issue":"1","key":"key2024012915083027900_ref001","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1086\/209331","article-title":"River magic: extraordinary experience and the extended service encounter","volume":"20","year":"1993","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2024012915083027900_ref002","doi-asserted-by":"crossref","first-page":"79","DOI":"10.1080\/08824090009388753","article-title":"Development and validation of a parasocial interaction measure: the audience-persona interaction scale","volume":"17","year":"2000","journal-title":"Communication Research Report"},{"issue":"2","key":"key2024012915083027900_ref003","doi-asserted-by":"crossref","first-page":"226","DOI":"10.1037\/0022-3514.61.2.226","article-title":"Attachment styles among young adults: a test of a 4-category model","volume":"61","year":"1991","journal-title":"Journal of Personality and Social Psychology"},{"key":"key2024012915083027900_ref004","article-title":"Co-experience: the social user experience","year":"2003"},{"issue":"5","key":"key2024012915083027900_ref005","doi-asserted-by":"crossref","first-page":"800","DOI":"10.1080\/0960085X.2022.2062468","article-title":"How synchronous participation affects the willingness to subscribe to social live streaming services: the role of Co-interactive behavior on Twitch","volume":"32","year":"2023","journal-title":"European Journal of Information Systems"},{"issue":"1","key":"key2024012915083027900_ref006","doi-asserted-by":"crossref","first-page":"335","DOI":"10.1108\/INTR-05-2020-0252","article-title":"How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? 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