@article{ART003317722},
author={Hyun Jin Yeo},
title={Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2026},
volume={31},
number={3},
pages={227-232}
TY - JOUR
AU - Hyun Jin Yeo
TI - Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models
JO - Journal of The Korea Society of Computer and Information
PY - 2026
VL - 31
IS - 3
PB - The Korean Society Of Computer And Information
SP - 227
EP - 232
SN - 1598-849X
AB - Based on Social Exchange Theory, this study aims to examine the motivations behind live streaming viewers' intentions to provide paid sponsorship. Premised on the similarity between the motivations for gift-giving and paid sponsorship, this research integrates factors from digital gift-giving models and customer value models. Applying the S-O-R framework, the research model establishes experiential and obligatory attitudes from the gift motivation model and emotional and social values from the customer value model as Stimuli. Social presence and perceived enjoyment serve as the Organism, and the intention to provide paid sponsorship is defined as the Response. For data collection, a survey was conducted on 377 live streaming viewers who had previously made sponsorships exceeding a certain amount. Ultimately, 349 valid samples were analyzed using Structural Equation Modeling (SEM). The results indicate that experiential attitude, emotional value, and social value significantly influenced social presence, which in turn affected the intention to provide paid sponsorship.
KW - Social Exchange Theory;Gift-giving;Paid Sponsorship;Youtube Real-Time Broadcast
DO -
UR -
ER -
Hyun Jin Yeo. (2026). Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models. Journal of The Korea Society of Computer and Information, 31(3), 227-232.
Hyun Jin Yeo. 2026, "Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models", Journal of The Korea Society of Computer and Information, vol.31, no.3 pp.227-232.
Hyun Jin Yeo "Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models" Journal of The Korea Society of Computer and Information 31.3 pp.227-232 (2026) : 227.
Hyun Jin Yeo. Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models. 2026; 31(3), 227-232.
Hyun Jin Yeo. "Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models" Journal of The Korea Society of Computer and Information 31, no.3 (2026) : 227-232.
Hyun Jin Yeo. Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models. Journal of The Korea Society of Computer and Information, 31(3), 227-232.
Hyun Jin Yeo. Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models. Journal of The Korea Society of Computer and Information. 2026; 31(3) 227-232.
Hyun Jin Yeo. Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models. 2026; 31(3), 227-232.
Hyun Jin Yeo. "Factors Influencing Online Broadcast Paid Sponsorship Intentions based on Gift-giving and Customer Value Models" Journal of The Korea Society of Computer and Information 31, no.3 (2026) : 227-232.
