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Article summary:
1. This study investigates the factors influencing live streaming users to shift from buying cheap virtual gifts to buying expensive virtual gifts.
2. The results show that immediate interaction anxiety, verbal intimacy, and virtual physical intimacy positively influence users’ shift to purchasing expensive virtual gifts, while perceived network size and perceived financial risk are negative factors in users’ shift to purchasing expensive virtual gifts.
3. Information overload has a moderating role in the relationship between immediate interaction anxiety and switch intention, as well as in the relationship between perceived network size and perceived financial risk on users’ switch intention.
Article analysis:
This article provides an empirical investigation into the factors influencing live streaming users to shift from buying cheap virtual gifts to buying expensive virtual gifts. The authors use social presence theory and information overload theory as their theoretical framework, and employ PLS-SEM method for data analysis. The results of the study suggest that immediate interaction anxiety, verbal intimacy, and virtual physical intimacy positively influence users’ shift to purchasing expensive virtual gifts, while perceived network size and perceived financial risk are negative factors in users’ shift to purchasing expensive virtual gifts. Additionally, information overload has a moderating role in the relationships between these variables.
The article is generally reliable and trustworthy due to its use of established theories as its theoretical framework, its use of PLS-SEM method for data analysis which is appropriate for this type of research, its clear presentation of findings with supporting evidence from previous studies, and its discussion of implications for future research. However, there are some potential biases that should be noted. First, the sample used in this study was limited to Chinese live streaming platforms which may limit the generalizability of the findings; second, there is no discussion of possible counterarguments or alternative explanations for the findings; thirdly, there is no discussion of potential risks associated with using live streaming platforms such as privacy concerns or cyberbullying; fourthly, there is no discussion of how different demographic groups may respond differently to these influencing factors; finally, there is no discussion of how these findings can be applied in practice by streamers or platform operators.