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Prototyping-Based Study of Designs for Eye-Tracking Interface in Augmentative and Alternative Communication Applications Read chapter Read first chapter

2021 | OriginalPaper | Chapter

Why Audiences Donate Money to Content Creators? A Uses and Gratifications Perspective

Authors : Lili Liu, Jiujiu Jiang, Shanjiao Ren, Linwei Hu

Published in: HCI International 2021 - Late Breaking Posters

Publisher: Springer International Publishing

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Abstract

In the “We Media” era, any online user could act as a content creator, by uploading self-made texts, photos, audios and videos. In order to motivate the content creators’ contribution, many online platforms allow audiences to support content creators with cash donation or virtual currency donation. This study aims to explore the antecedents of consumers’ donation to content creators. Drawing on Uses and Gratifications theory, this study identifies and empirically investigates the impact of six antecedents on audiences’ intention to donate, including enjoyment, escapism, social interaction, social identity, content quality, and content quantity. Data were collected from 133 respondents and analyzed with SmartPLS 3.2.9. The results indicate that enjoyment, social interaction, content quality, and content quantity positively affect users’ intention to donate money, while escapism and social identity have no significant impact on donation intention. Potential theoretical and practical contributions are discussed.

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Metadata
Title
Why Audiences Donate Money to Content Creators? A Uses and Gratifications Perspective
Authors
Lili Liu
Jiujiu Jiang
Shanjiao Ren
Linwei Hu
Copyright Year
2021
Book
HCI International 2021 - Late Breaking Posters

Print ISBN: 978-3-030-90178-3

Electronic ISBN: 978-3-030-90179-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-90179-0_50