{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,2]],"date-time":"2026-03-02T10:42:32Z","timestamp":1772448152430,"version":"3.50.1"},"reference-count":57,"publisher":"MIS Quarterly","issue":"2","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2024,6,1]]},"abstract":"<jats:p>Online video platforms such as YouTube feature visual cues on progress bars to spotlight standout segments of videos. These cues, designed to steer users toward intriguing content moments, raise questions about their overarching impact on video consumption patterns. In this study, we delve into in-consumption information cues (ICICs), indicators that depict fluctuating video quality in real time. Drawing from a natural experiment on a live streaming platform, we evaluate the effects of engagement graphs. These are visual timelines that emphasize moments favored by prior viewers in video-on-demand (VOD) content, which represent full replays of live stream sessions. Notably, these graphs are only accessible to iOS users, leaving Android users without access. Our results show that ICICs enhance the viewership of VODs and live streams. Moreover, viewers tend to spend more time immersed in live broadcasts, suggesting heightened content appeal. Yet, these engagement graphs do not prompt users to donate more virtual gifts, a vital income stream for streamers. Even with the introduction of ICICs, while there is a rise in video production, the inherent structure of live streams remained largely unchanged. We conclude by discussing the academic and managerial implications of these findings.<\/jats:p>","DOI":"10.25300\/misq\/2023\/17763","type":"journal-article","created":{"date-parts":[[2024,6,2]],"date-time":"2024-06-02T12:11:26Z","timestamp":1717330286000},"page":"645-678","source":"Crossref","is-referenced-by-count":7,"title":["In-Consumption Information Cues and Online Video Consumption"],"prefix":"10.25300","volume":"48","author":[{"given":"Jaeung","family":"Sim","sequence":"first","affiliation":[{"name":"School of Business, University of Connecticut Stamford, CT, U.S.A."}]},{"given":"Kyungmin","family":"Choi","sequence":"additional","affiliation":[{"name":"Roundin, Seoul, Republic of Korea"}]},{"given":"Sang Pil","family":"Han","sequence":"additional","affiliation":[{"name":"W. P. Carey School of Business, Arizona State University Tempe, AZ, U.S.A."}]},{"given":"Daegon","family":"Cho","sequence":"additional","affiliation":[{"name":"College of Business, Korea Advanced Institute of Science and Technology Seoul, Republic of Korea"}]}],"member":"10933","published-online":{"date-parts":[[2024,6,1]]},"reference":[{"issue":"3","key":"2025082212333116200_b1-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"653","DOI":"10.1111\/joie.12263","article-title":"Platforms, power, and promotion: evidence from Spotify playlists","volume":"69","author":"Aguiar","year":"2021","journal-title":"The Journal of Industrial Economics"},{"issue":"3","key":"2025082212333116200_b2-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"969","DOI":"10.1162\/qjec.122.3.969","article-title":"Measuring trends in leisure: the allocation of time over five decades","volume":"122","author":"Aguiar","year":"2007","journal-title":"The Quarterly Journal of Economics"},{"key":"2025082212333116200_b3-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"103693","DOI":"10.1016\/j.euroecorev.2021.103693","article-title":"Robots and the gender pay gap in Europe","volume":"134","author":"Aksoy","year":"2021","journal-title":"European Economic Review"},{"issue":"9","key":"2025082212333116200_b4-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"2420","DOI":"10.1257\/aer.20160613","article-title":"Equal but inequitable: Who benefits from gender-neutral tenure clock stopping policies?","volume":"108","author":"Antecol","year":"2018","journal-title":"American Economic Review"},{"issue":"3","key":"2025082212333116200_b5-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"789","DOI":"10.2307\/23042809","article-title":"An odyssey into virtual worlds: exploring the impacts of technological and spatial environments on intention to purchase virtual products","volume":"35","author":"Animesh","year":"2011","journal-title":"MIS Quarterly"},{"issue":"1","key":"2025082212333116200_b6-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1086\/344122","article-title":"Outsourcing at will: The contribution of unjust dismissal doctrine to the growth of employment outsourcing","volume":"21","author":"Autor","year":"2003","journal-title":"Journal of Labor Economics"},{"issue":"2","key":"2025082212333116200_b7-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"549","DOI":"10.1162\/qjec.2010.125.2.549","article-title":"Superstar extinction","volume":"125","author":"Azoulay","year":"2010","journal-title":"The Quarterly Journal of Economics"},{"issue":"299","key":"2025082212333116200_b8-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"493","DOI":"10.2307\/2228949","article-title":"A theory of the allocation of time","volume":"75","author":"Becker","year":"1965","journal-title":"The Economic Journal"},{"issue":"1","key":"2025082212333116200_b9-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"50","DOI":"10.1111\/obes.12325","article-title":"Elasticities and the inverse hyperbolic sine transformation","volume":"82","author":"Bellemare","year":"2020","journal-title":"Oxford Bulletin of Economics and Statistics"},{"issue":"1","key":"2025082212333116200_b10-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"249","DOI":"10.1162\/003355304772839588","article-title":"How much should we trust differences-in-differences estimates?","volume":"119","author":"Bertrand","year":"2004","journal-title":"The Quarterly Journal of Economics"},{"issue":"5.1","key":"2025082212333116200_b11-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"922","DOI":"10.1086\/261713","article-title":"Sleep and the allocation of time","volume":"98","author":"Biddle","year":"1990","journal-title":"Journal of Political Economy"},{"key":"2025082212333116200_b12-08_ra_10_25300_misq_2023_17763","unstructured":"Bland, D. J.\n           (2017). What is the business model for a Twitch streamer? Medium. https:\/\/medium.com\/precoil\/what-is-the-business-model-for-a-twitch-streamer-f3b9e5351666"},{"issue":"8","key":"2025082212333116200_b13-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1373","DOI":"10.1287\/mnsc.1110.1371","article-title":"Goodbye Pareto principle, hello long tail: The effect of search costs on the concentration of product sales","volume":"57","author":"Brynjolfsson","year":"2011","journal-title":"Management Science"},{"issue":"12","key":"2025082212333116200_b14-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"5449","DOI":"10.1287\/mnsc.2019.3388","article-title":"Does machine translation affect international trade? Evidence from a large digital platform","volume":"65","author":"Brynjolfsson","year":"2019","journal-title":"Management Science"},{"issue":"401","key":"2025082212333116200_b15-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"123","DOI":"10.1080\/01621459.1988.10478575","article-title":"Alternative transformations to handle extreme values of the dependent variable","volume":"83","author":"Burbidge","year":"1988","journal-title":"Journal of the American Statistical Association"},{"issue":"12","key":"2025082212333116200_b16-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"5497","DOI":"10.1287\/mnsc.2017.2916","article-title":"Can you gig it? An empirical examination of the gig economy and entrepreneurial activity","volume":"64","author":"Burtch","year":"2018","journal-title":"Management Science"},{"issue":"3","key":"2025082212333116200_b17-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"717","DOI":"10.1111\/j.1468-2354.2012.00698.x","article-title":"The impact of bestseller rank on demand: Evidence from the app market","volume":"53","author":"Carare","year":"2012","journal-title":"International Economic Review"},{"issue":"1","key":"2025082212333116200_b18-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"22","DOI":"10.1177\/001979399204600103","article-title":"Using regional variation in wages to measure the effects of the federal minimum wage","volume":"46","author":"Card","year":"1992","journal-title":"ILR Review"},{"issue":"2","key":"2025082212333116200_b19-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"690","DOI":"10.1257\/aer.103.2.690","article-title":"The effect of language on economic behavior: evidence from savings rates, health behaviors, and retirement assets","volume":"103","author":"Chen","year":"2013","journal-title":"American Economic Review"},{"key":"2025082212333116200_b20-08_ra_10_25300_misq_2023_17763","article-title":"Gender economy in live streaming: moderating effects of relational motivation on viewer contributions","author":"Cho","year":"2019"},{"issue":"4","key":"2025082212333116200_b21-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1164","DOI":"10.1287\/isre.2019.0857","article-title":"When seeing helps believing: The interactive effects of previews and reviews on e-book purchases","volume":"30","author":"Choi","year":"2019","journal-title":"Information Systems Research"},{"issue":"5","key":"2025082212333116200_b22-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1261","DOI":"10.1086\/230638","article-title":"Statistical methods for comparing regression coefficients between models","volume":"100","author":"Clogg","year":"1995","journal-title":"The American Journal of Sociology"},{"key":"2025082212333116200_b23-08_ra_10_25300_misq_2023_17763","unstructured":"Constine, J.\n           (2016). Facebook Live lets you skip to the good part. TechCrunch. https:\/\/techcrunch.com\/2016\/05\/23\/facebook-live-video-engagement-graph\/"},{"issue":"1","key":"2025082212333116200_b24-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"95","DOI":"10.1177\/1536867X20909691","article-title":"Fast Poisson estimation with high-dimensional fixed effects","volume":"20","author":"Correia","year":"2020","journal-title":"The Stata Journal"},{"issue":"2","key":"2025082212333116200_b25-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","DOI":"10.25300\/MISQ\/2020\/15791","article-title":"The effect of piracy website blocking on consumer behavior","volume":"44","author":"Danaher","year":"2020","journal-title":"MIS Quarterly"},{"key":"2025082212333116200_b26-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1016\/j.ijindorg.2013.12.001","article-title":"Gone in 60 seconds: The impact of the megaupload shutdown on movie sales","volume":"33","author":"Danaher","year":"2014","journal-title":"International Journal of Industrial Organization"},{"issue":"1","key":"2025082212333116200_b27-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"5","DOI":"10.1287\/mksc.2017.1051","article-title":"Changing their tune: How consumers\u2019 adoption of online streaming affects music consumption and discovery","volume":"37","author":"Datta","year":"2018","journal-title":"Marketing Science"},{"issue":"2","key":"2025082212333116200_b28-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"189","DOI":"10.1007\/s40558-021-00199-1","article-title":"Travel live streaming: An affordance perspective","volume":"23","author":"Deng","year":"2021","journal-title":"Information Technology & Tourism"},{"key":"2025082212333116200_b29-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"crossref","unstructured":"Ghose, A., Mayya, R., & Yu, P. (2022). Do non-monetary virtual gifts enhance or diminish voluntary paid gifts? Evidence from a video game live streaming platform. SSRN. 10.2139\/ssrn.4316600","DOI":"10.2139\/ssrn.4316600"},{"issue":"9","key":"2025082212333116200_b30-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"2563","DOI":"10.1287\/mnsc.2015.2258","article-title":"Culling the herd: Using real-world randomized experiments to measure social bias with known costly goods","volume":"62","author":"Godinho de Matos","year":"2016","journal-title":"Management Science"},{"issue":"6","key":"2025082212333116200_b31-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1099","DOI":"10.1086\/260629","article-title":"Leisure, home production, and work: The theory of the allocation of time revisited","volume":"85","author":"Gronau","year":"1977","journal-title":"Journal of Political Economy"},{"issue":"2","key":"2025082212333116200_b32-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"359","DOI":"10.1111\/isj.12144","article-title":"To sell or not to sell: Exploring sellers\u2019 trust and risk of chargeback fraud in cross-border electronic commerce","volume":"28","author":"Guo","year":"2018","journal-title":"Information Systems Journal"},{"issue":"1","key":"2025082212333116200_b33-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1449","DOI":"10.1016\/j.ijinfomgt.2016.09.004","article-title":"Service quality explains why people use freemium services but not if they go premium: An empirical study in free-to-play games","volume":"37","author":"Hamari","year":"2017","journal-title":"International Journal of Information Management"},{"issue":"4","key":"2025082212333116200_b34-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"983","DOI":"10.25300\/MISQ\/2016\/40.4.09","article-title":"Mobile app analytics: A multiple discrete-continuous choice framework","volume":"40","author":"Han","year":"2016","journal-title":"MIS Quarterly"},{"issue":"2","key":"2025082212333116200_b35-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"324","DOI":"10.1086\/599283","article-title":"Information and the skewness of music sales","volume":"117","author":"Hendricks","year":"2009","journal-title":"The Journal of Political Economy"},{"key":"2025082212333116200_b36-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"58","DOI":"10.1016\/j.chb.2018.02.013","article-title":"Social motivations of live-streaming viewer engagement on Twitch","volume":"84","author":"Hilvert-Bruce","year":"2018","journal-title":"Computers in Human Behavior"},{"issue":"2","key":"2025082212333116200_b37-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"328","DOI":"10.1287\/isre.2014.0520","article-title":"Product fit uncertainty in online markets: Nature, effects, and antecedents","volume":"25","author":"Hong","year":"2014","journal-title":"Information Systems Research"},{"issue":"1","key":"2025082212333116200_b38-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"21","DOI":"10.1287\/mksc.2016.0995","article-title":"Simultaneous or sequential? Search strategies in the U.S. auto insurance industry","volume":"36","author":"Honka","year":"2017","journal-title":"Marketing Science"},{"issue":"2","key":"2025082212333116200_b39-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"55","DOI":"10.1509\/jmkg.73.2.55","article-title":"Searching for experience on the web: An empirical examination of consumer behavior for search and experience goods","volume":"73","author":"Huang","year":"2009","journal-title":"Journal of Marketing"},{"issue":"1","key":"2025082212333116200_b40-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1","DOI":"10.1093\/pan\/mpr013","article-title":"Causal inference without balance checking: Coarsened exact matching","volume":"20","author":"Iacus","year":"2012","journal-title":"Political Analysis"},{"issue":"2","key":"2025082212333116200_b41-08_ra_10_25300_misq_2023_17763","first-page":"471","article-title":"The allocation of time: Empirical findings, behavioral models, and problems of measurement","volume":"29","author":"Juster","year":"1991","journal-title":"Journal of Economic Literature"},{"issue":"4","key":"2025082212333116200_b42-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"435","DOI":"10.1017\/pan.2019.11","article-title":"Why propensity scores should not be used for matching","volume":"27","author":"King","year":"2019","journal-title":"Political Analysis"},{"issue":"4","key":"2025082212333116200_b43-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1057","DOI":"10.25300\/MISQ\/2014\/38.4.06","article-title":"Information discovery and the long tail of motion picture content","volume":"38","author":"Kumar","year":"2014","journal-title":"MIS Quarterly"},{"issue":"1","key":"2025082212333116200_b44-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"5","DOI":"10.1111\/isj.12054","article-title":"Going back to basics in design science: From the information technology artifact to the information systems artifact","volume":"25","author":"Lee","year":"2015","journal-title":"Information Systems Journal"},{"issue":"1","key":"2025082212333116200_b45-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"239","DOI":"10.1287\/isre.2018.0800","article-title":"How do recommender systems affect sales diversity? A cross-category investigation via randomized field experiment","volume":"30","author":"Lee","year":"2019","journal-title":"Information Systems Research"},{"issue":"2","key":"2025082212333116200_b46-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"315","DOI":"10.2307\/2526842","article-title":"Transforming the dependent variable in regression models","volume":"31","author":"MacKinnon","year":"1990","journal-title":"International Economic Review"},{"issue":"2","key":"2025082212333116200_b47-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"334","DOI":"10.2307\/2109724","article-title":"An illustration of a pitfall in estimating the effects of aggregate variables on micro units","volume":"72","author":"Moulton","year":"1990","journal-title":"The Review of Economics and Statistics"},{"issue":"1","key":"2025082212333116200_b48-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"185","DOI":"10.2307\/20721420","article-title":"Research note: What makes a helpful online review? A study of customer reviews on Amazon.com","volume":"34","author":"Mudambi","year":"2010","journal-title":"MIS Quarterly"},{"issue":"3","key":"2025082212333116200_b49-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"702","DOI":"10.1177\/1536867X221124553","article-title":"The inverse hyperbolic sine transformation and retransformed marginal effects","volume":"22","author":"Norton","year":"2022","journal-title":"The Stata Journal"},{"issue":"1","key":"2025082212333116200_b50-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"37","DOI":"10.1287\/isre.1040.0015","article-title":"Building effective online marketplaces with institution-based trust","volume":"15","author":"Pavlou","year":"2004","journal-title":"Information Systems Research"},{"key":"2025082212333116200_b51-08_ra_10_25300_misq_2023_17763","unstructured":"Perez, S.\n           (2022). YouTube\u2019s player gains new features including Most Replayed, Video Chapters, Single Loop and more. TechCrunch. https:\/\/techcrunch.com\/2022\/05\/18\/youtubes-player-gains-new-features-including-most-replayed-video-chapters-single-loop-and-more\/"},{"key":"2025082212333116200_b52-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"550","DOI":"10.1016\/j.jebo.2021.12.030","article-title":"Bestseller lists and product discovery in the subscription-based market: Evidence from music streaming","volume":"194","author":"Sim","year":"2022","journal-title":"Journal of Economic Behavior & Organization"},{"issue":"5","key":"2025082212333116200_b53-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"828","DOI":"10.1287\/mnsc.1110.1312","article-title":"How does popularity information affect choices? A field experiment","volume":"57","author":"Tucker","year":"2011","journal-title":"Management Science"},{"issue":"5","key":"2025082212333116200_b54-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"1450","DOI":"10.1016\/j.tele.2018.03.014","article-title":"Impact of viewer engagement on gift-giving in live video streaming","volume":"35","author":"Yu","year":"2018","journal-title":"Telematics and Informatics"},{"issue":"3","key":"2025082212333116200_b55-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"847","DOI":"10.1287\/isre.2022.1160","article-title":"Direct and indirect spillovers from content providers\u2019 switching: Evidence from online livestreaming","volume":"34","author":"Zhao","year":"2022","journal-title":"Information Systems Research"},{"issue":"2","key":"2025082212333116200_b56-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"133","DOI":"10.1509\/jm.74.2.133","article-title":"Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics","volume":"74","author":"Zhu","year":"2010","journal-title":"Journal of Marketing"},{"issue":"4","key":"2025082212333116200_b57-08_ra_10_25300_misq_2023_17763","doi-asserted-by":"publisher","first-page":"503","DOI":"10.1287\/mksc.22.4.503.24909","article-title":"Consumer sequential search: Not enough or too much?","volume":"22","author":"Zwick","year":"2003","journal-title":"Marketing Science"}],"container-title":["MIS Quarterly"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/misq.umn.edu\/misq\/article-pdf\/48\/2\/645\/9395\/08_ra_10_25300_misq_2023_17763.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/misq.umn.edu\/misq\/article-pdf\/48\/2\/645\/9395\/08_ra_10_25300_misq_2023_17763.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,8,22]],"date-time":"2025-08-22T16:33:41Z","timestamp":1755880421000},"score":1,"resource":{"primary":{"URL":"https:\/\/misq.umn.edu\/misq\/article\/48\/2\/645\/2286\/In-Consumption-Information-Cues-and-Online-Video"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2024,6,1]]},"references-count":57,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2024,6,1]]},"published-print":{"date-parts":[[2024,6,1]]}},"URL":"https:\/\/doi.org\/10.25300\/misq\/2023\/17763","relation":{},"ISSN":["0276-7783","2162-9730"],"issn-type":[{"value":"0276-7783","type":"print"},{"value":"2162-9730","type":"electronic"}],"subject":[],"published":{"date-parts":[[2024,6,1]]}}}