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Gifting is a typical monetization strategy for live streaming platforms to motivate providers’ live content contribution. However, research regarding the factors that affect individuals’ gifting intention is still at an infant stage. Therefore, this study aims to investigate the factors that affect individuals’ gifting intention during live streaming.

The authors build a model to uncover the factors that affect individuals’ gifting intention from a streamer–content perspective, and the hypotheses are largely validated by online survey data through structural equation model analysis.

Individuals’ perceived attractiveness of the streamers is significantly and positively associated with gifting intention for leisure-related live streaming, whereas individuals’ perceived similarity with the streamers is significantly and positively associated with gifting intention for leisure-related and non-leisure-related live streaming. For live content-related factors, the individuals’ perceived utilitarian value of content is significantly and positively associated with gifting intention for non-leisure-related live streaming, whereas the individuals’ perceived hedonic value is significantly positively associated with gifting intention for leisure-related live streaming. Perceived symbolic value is insignificantly associated with gifting intention for neither type of live streaming.

The research is an original work and significantly contributes to live streaming and PWYW literature, and the findings derived from this study can guide live streaming platforms to regulate individuals’ gifting intentions/behaviors better.

The purpose of this paper is to examine the motivations behind online video content creation on services such as YouTube and Twitch. These activities, performed by private individuals online, have become increasingly monetized and professionalised through the accessible tools provided by video sharing services, which has presented a noteworthy manifestation of the increasing merger of the work and leisure within digital environments and the emergence of a hybrid form of work and play, playbour.

The data for the study were collected using an online survey of 377 video content creators and it was analysed via structural equation modelling.

The findings of the study indicate that although the practice of video content creation is becoming more commercialised and professionalised, the extrinsic motivations, often associated with work (e.g. income, prestige), remain less significant drivers for content creation than intrinsic motivations (e.g. enjoyment, socialisation), which are associated with leisure activities.

This study offers insight into how the authors have begun to reorganise the position in the new digital labour culture, where monotonous tasks are increasingly automated, allowing room for intrinsically driven playful labour to develop within the leisure activities.

The study aims to examine the relationships among personality traits (i.e. the Big Five personality traits and locus of control), self-perceived facial attractiveness, motivations (i.e. intrinsic and extrinsic motivation) and intention toward live stream broadcasting. It also investigates the moderating role of perceived behavioral control in the relationship between motivations and intention.

Data collected from a sample of 637 participants are used to examine the research model and test the hypotheses with the employment of partial least squares structural equation modeling.

The study shows that motivations and perceived behavioral control are significant predictors of intention. Perceived behavioral control has a significant moderating effect between motivations and intention. Intrinsic motivation is positively influenced by self-perceived facial attractiveness, agreeableness, extraversion and internal locus of control, while extrinsic motivation is positively predicted by self-perceived facial attractiveness, conscientiousness and extraversion.

This study enhances our understanding of the determinants of intention toward live stream broadcasting by exploring its relationships with motivations, self-perceived facial attractiveness and personality, as well as the moderating effects of perceived behavioral control.

This study aims to evaluate the usability of the augmented reality-based Evoke Education System (EES) to improve service operations in educational settings. The EES uses an animated character (Moe) to interact with children in a classroom by reproducing their teacher's movements and speech.

This study uses a quantitative approach for the system usability evaluation. The ESS was evaluated by 71 children aged 6–8 years old, from two primary schools. After interacting with the EES, they completed a system usability questionnaire and participated in a knowledge acquisition test.

The knowledge acquisition test undertaken on the initial day showed statistically significant improvements for children taught with the EES, compared to children taught through traditional teaching approaches. However, the retest nine days later was not statistically significant (as only one school participated) due to low power. This study used confirmatory factor analysis (CFA), resulting in the identification of five essential factors (likeability, interactiveness, retention, effectiveness/attractiveness and satisfaction) that contribute to the EES's usability. The comparison with existing literature shows that these factors are consistent with the definition of system usability provided by the International Organization for Standardization and current academic literature in this field.

The findings presented in this study are based on the data from only two schools. The research can be extended by involving children from a greater number of schools. Mixed methods and qualitative research approaches can be used for future research in this area to generalise the results.

This study proposes an innovative augmented reality-based education system to help teachers deliver their key messages to the children in a fun way that can potentially increase their knowledge retention.

This study investigates three issues associated with playing sports video games: the correlates of participation (and its intensity) in this type of activity, their complementarity with traditional sports and their perception as sport. Given the scarcity of data on esports participation, these results can be seen as an initial approach to these issues with regard to esports.

Sequential, two-part and regression models are estimated using a sample of 11,018 individuals from the Survey of Sporting Habits in Spain 2015.

First, the association of the correlates follows different patterns for participation in sports video games and its intensity. Second, complementarity with traditional sports is found using different approaches. Third, young people consider this activity as a dimension of their overall interest in sports.

The different association of the correlates with participation in esports and its intensity can be used to define marketing and brand investment strategies. The complementarity between esports and traditional sports should influence how the actual stakeholders in sport define future strategies to favour the growth of both industries. Finally, the increasing perception of esports as a sport should influence the future organisation of multi-sport events like the Olympic Games.

Using sports video games participation as a proxy of esports participation, this study is the first to provide empirical evidence of the relevance of distinguishing between participation in esports and its intensity, their complementarity with traditional sports and their perception as sport.

This study aims to present the Chinese entrepreneurial environment and explore Chinese tertiary students’ online-startup motivation on live streaming platforms. Based on the COM-B behaviour changing theory, this paper discovers various influencing factors from environmental opportunity and personal capability aspects. It analyses their effects under the cooperative system established among official departments, industries and universities. Meanwhile, considering social and cultural control, it also refers to the uncertainty-avoidance dimension from the Hofstede cultural theory and re-evaluates its influence on Chinese tertiary students’ online-startup motivation.

The authors analyse 474 responses from online questionnaires through partial least squares path modelling and variance-based structural equation modelling. The paper claims that environmental opportunity and personal capability factors positively affect students’ online-startup motivation, but uncertainty-avoidance thinking plays a negative role. The study also measures the importance-performance map analysis to explore additional findings and discuss managerial implications.

Both platform support and official department support positively impact Chinese tertiary students’ online-startup motivation and entrepreneurial skills learned from universities are beneficial for them to build online-startup confidence. Meanwhile, influenced by the cooperative system implemented among official departments, industries and universities, official department support positively affects platform support and entrepreneurial skills. Conversely, influenced by Chinese traditional Confucian culture, uncertainty-avoidance thinking negatively affects tertiary students’ online-startup motivation.

This paper demonstrates the analysis of Chinese tertiary students’ online-startup motivation drawing on the COM-B behaviour changing and Hofstede cultural theories. Specifically, this study divides influencing factors into three specific aspects as follows: environmental opportunity, personal capability and social and cultural control. Unlike existing research applying traditional research models, the combination of the COM-B behaviour changing theory and the Hofstede cultural theory could be conducive to making the research model reflect influencing factors and present their different relationships.

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.

Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.

The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.

The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.

The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.

To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.

Digitalization is one of the major factors that fosters economic growth across the world. However, the level of digitalization varies significantly between developed and developing countries, with the latter often lagging behind. To bridge this gap, it is crucial to pinpoint the drivers of digitalization, specifically from the macroeconomic and country-level governance dimensions. Therefore, this study aims to investigate the determinants of digitalization, particularly for countries in Asia and the Pacific region.

Our study utilizes unbalanced panel data from 46 Asian and Pacific countries for the period of 2001–2021. Initially, we analyzed the data using conventional econometric methods, such as pooled ordinary least squares (POLS), random-effects model (REM) and fixed-effects model (FEM). Moreover, we employed endogeneity-corrected techniques and alternative proxies to enhance the robustness and reliability of our findings.

Our findings reveal that economic development progress, government expenditure relative to country size and political stability are key drivers of digitalization. In contrast, corruption at the country level emerges as a significant impediment. Notably, our results remain robust to endogeneity-corrected techniques and alternative proxies of digitalization. Overall, these insights can inform policymakers, helping them to understand the macroeconomic and governance factors shaping digitalization and guide their decision-making toward effective policy interventions.

This study’s empirical findings add significant value to the existing literature by quantifying the impact of macroeconomic and governance factors on digitalization in selected countries. This offers valuable insights for policymakers, particularly in nations with lower levels of digitalization.