Intention to Send Gifts in Live Streaming Commerce: The Role of Emotional Attachment And Engagement

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dc.contributor.authorYılmazel, Sefa Emre
dc.date.accessioned2026-02-28T11:57:47Z
dc.date.available2026-02-28T11:57:47Z
dc.date.issued2025
dc.departmentBayburt Üniversitesi
dc.description.abstractLive streaming commerce tends to develop continuously with the digital generation. Therefore, this study focus on gift-giving behavior in live streamings. The purpose of the study is to explore the emotional and engagement factors that influence the intention to give gifts in live broadcast commerce. Accordingly, data were collected from 492 live steaming viewers. The data obtained were analyzed in SPSS 22 and AMOS 24 package programs. As a result of the analysis, emotional attachment and engagement positively affected the intention of viewers to send gifts. In addition, emotional attachment affected the engagement of the viewers. The antecedent variables of emotional attachment were attractiveness, perceived entertainment, pleasure and arousal while the antecedent variables of engagement were trustworthiness, expertise, professionalism, price discount, social presence and self-esteem. For this reason, companies, influencers or sellers who trade live streaming can increase the intention of users to send gifts by first ensuring emotional attachment and then converting it into engagement.
dc.identifier.doi10.15659/3.sektor-sosyal-ekonomi.25.02.2592
dc.identifier.endpage410
dc.identifier.issn2148-1237
dc.identifier.issn2587-0114
dc.identifier.issue1
dc.identifier.startpage395
dc.identifier.trdizinid1304583
dc.identifier.urihttps://doi.org/10.15659/3.sektor-sosyal-ekonomi.25.02.2592
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1304583
dc.identifier.urihttps://hdl.handle.net/20.500.12403/5196
dc.identifier.volume60
dc.indekslendigikaynakTR-Dizin
dc.language.isoen
dc.relation.ispartofÜçüncü Sektör Sosyal Ekonomi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR-Dizin_20260218
dc.subjectEngagement
dc.subjectAMOS
dc.subjectLive Stream Commerce
dc.subjectEmotional Attachment
dc.subjectIntention to Send a Gift
dc.titleIntention to Send Gifts in Live Streaming Commerce: The Role of Emotional Attachment And Engagement
dc.typeArticle

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