We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism.
- Authors
Niu, Gengfeng; Shi, Xiaohan; Jin, Siyu; Yang, Wencheng; Wu, Yang; Sun, Xiaojun
- Abstract
This study aimed to examine the association between Machiavellianism and gift-giving in live video streaming, as well as the mediating role of desire for control and the moderating role of materialism in this relation. A sample of 212 undergraduate students (146 males; the average age was 19.80 ± 2.05 years old) with experience of gift-giving in live video streaming was recruited to complete questionnaires on Machiavellianism, desire for control, materialism, and the frequency of gift-giving in live video streaming. The results showed that Machiavellianism was positively associated with gift-giving in live video streaming through the mediating role of desire for control; and the mediating effect of desire for control was moderated by materialism, with this relation being stronger for individuals with a higher level of materialism. Though with several limitations (e.g., cross-sectional method), this study could deepen our understanding of the influencing mechanism of gift-giving in live video streaming, which could also provide practical implications for the sustainable development of the live video streaming industry.
- Subjects
STREAMING video &; television; MACHIAVELLIANISM (Psychology); MATERIALISM; DESIRE; EDUCATIONAL films
- Publication
Behavioral Sciences (2076-328X), 2022, Vol 12, Issue 5, p157
- ISSN
2076-328X
- Publication type
Article
- DOI
10.3390/bs12050157