Can social interaction-oriented content trigger viewers' purchasing and gift-giving behaviors? Evidence from live-streaming commerce

Purpose This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors broadcaster popularity moderates content's effect on the two different live-streaming commerce. Design/methodology/approach A research model was proposed empirically tested using a panel data set collected from 537 streams via Douyin (the Chinese version of TikTok), one most popular platforms China. fixed-effects negative binomial regression used to examine model. Findings study's results show that has an inverted U-shaped relationship with behavior shares positive linear behavior. Furthermore, significantly behaviors. Originality/value enriches literature commerce by investigating product-purchasing perspective attention. Moreover, this provides some practical guidelines for developing context.