KOREASCHOLAR

EFFECTS OF WORK TIME ON VIRTUAL GIFTS: A LARGE-SCALE EMPIRICAL STUDY OF SELF-EMPLOYED STREAMERS

Bo Lu, Guoxin Li
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422900
Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.840
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

In recent years, advances in the digital and live streaming economy have led to exponential growth in the number of self-employed streamers who have become an integral part of the self-driven digital labor force. However, previous research on the impact of streamers' work time arrangements on their virtual gifts remains scarce. To fill this gap in the literature, using large-scale data from Kuaishou live streaming platform, we demonstrate that several features of streamers' work time have an important impact on their virtual gifts. Specifically, our results suggest that work time duration and timing improve streamers' virtual gifts; meanwhile, work time tempo has an adverse effect on streamers' earnings. Taken together, our results provide novel and actionable insights for millions of self-employed streamers, agencies, platforms, and policymakers.

Author
  • Bo Lu(Harbin Institute of Technology, China)
  • Guoxin Li(Harbin Institute of Technology, China)