Machiavellianism and Gift-Giving in Live Video Streaming: The Mediating Role of Desire for Control and the Moderating Role of Materialism

Author:

Niu GengfengORCID,Shi Xiaohan,Jin Siyu,Yang Wencheng,Wu YangORCID,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.

Funder

the MOE (Ministry of Education in China) Project of Humanities and Social Sciences

Publisher

MDPI AG

Subject

Behavioral Neuroscience,General Psychology,Genetics,Development,Ecology, Evolution, Behavior and Systematics

Reference45 articles.

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