[RETRACTED ARTICLE] Influence of Entertainment Virtual Anchor Live Broadcast Scene on Fans’ Reward Behavior--A Case Study of the Chinese Market
Abstract
This article has been retracted at the request of the Editor-in-Chief
Reason for retract:
The author of the article made a request to retract his own article for the following reasons:
Original (incorrect) text: “SRMR <0.05, 0.259 Acceptable”
Problem: The reported SRMR (Standardized Root Mean Square Residual) values are 0.259 and 0.313, which are above the acceptable standard (should be no more than 0.08 and generally should be < 0.05). However, it is stated as “passed”, which is a misinterpretation and may lead readers to believe that the analysis results are appropriate.
The Editor apologizes to the readership for any inconvenience caused
Article Details
How to Cite
Section
Articles
Copyright & License
Copyright (c) 2025 International Journal of Sociologies and Anthropologies Science Reviews
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright on any article in the International Journal of Sociologies and Anthropologies Science Reviews is retained by the author(s) under the under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. Permission to use text, content, images, etc. of publication. Any user to read, download, copy, distribute, print, search, or link to the full texts of articles, crawl them for indexing, pass them as data to software, or use them for any other lawful purpose. But do not use it for commercial use or with the intent to benefit any business.
References
Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665–694.
Azzahro, F., Ghibran, J.V., & Handayani, P.W. (2020). Customer Satisfaction and Willingness to Pay OnDemand Entertainment Streaming Service: The Role of Service Quality and Perceived Values. In International Conference on Information Technology Systems and Innovation. Bandung: Indonesia.
Bagozzi, R., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.
Belk, Russell, W. (1988). Possessions and the Extended Self. Journal of Consumer Reaearch,1988,15:139-168.
Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67.
Cattell, R. B. (1978). The scientific use of factor analysis. New York, NY: Plenum.
Chen, H. (2006). Flow on the net-detecting Web users’ positive effects and their flow states. Computers in Human Behavior, 22(2), 221–233.
China Internet Network Information Center (CNNIC). (2022). CNNIC releases the 50th "Statistical Report on Internet Development in China. Retrieved from 2022, http://cnnic.cn/n4/2022/0916/c38-10594.html.
Collins, R. (2004). Interactive Ceremony Chain. Beijing: Commercial Press.
Cronbach, L.J., (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. NY: Harper & Row.
Du, Z.T & Xu, J.H. (2017). From Demand to Experience: Influencing Factors of Users’ Online Knowledge Payment Behavior. News and Communication Research, 40(10), 18-36.
Efron, B., & Tibshirani, R.J. (1993). An Introduction to the Bootstrap. London: Chapman and Hall.
Eriksson. (1998). Identified youth and crisis. Hangzhou: Zhejiang Education Press.
Feng, M.Y. (2022). Interactive Research on Webcast. Master thesis, Anhui University of Finance and Economics, Bengbu.
Fornell, C., & Larcker, D.F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18(1), 39-50.
Gao, J. (2022). Research on the Influence of Social Presence on Consumers’ Impulsive Buying Behavior in E-commerce Live Broadcast. Master thesis, Jilin University, Changchun.
Gefen, D., & Straub, D. W. (2003). Managing User Trust in B2C e-Services. e-Service, 2(2), 7-24. DOI:10.2979/ESJ.2003.2.2.7
Goffman, E. (1967). Interaction Ritual: Essays on Face-to-Face Behavior. Garden City, NY: Anchor & Doubleday.
Gong, Z.Y., Shen, W.J., & Li, F.H. (2021) Application and Related Technologies of Virtual Anchor in Various Fields. Electronic Technology and Software Engineering, 10(8), 165-166.
Gorsuch, R. L. (1983). Factor analysis (2nd ed.). Hillsdale, NJ: Erlbaum.
Guan, Y.T. (2022). Research on Live Interaction of Virtual Anchor in Bilibili. Master thesis, Beijing Foreign Studies University, Beijing.
Guan, Z., Hou, F., Li, B., Phang, C. W., and Chong, A. Y. L. (2022). What influences the purchase of virtual gifts in live streaming in China? A cultural context-sensitive model. Information System Journal, 32,653–689.
Guo, Y. M., & Poole, M. S. (2009). Antecedents of flow in online shopping: A test of alternative models. Information Systems Journal, 19(4), 369–390.
Hassanein, K. & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689-708.
Huang, S.X. (2022). Research on consumption behavior of short video users from the perspective of identity. Master thesis, Hubei University for Nationalities, Enshi.
Hult, G.T.M., Hurley, R.F. & Knight, G.A. (2004). Innovativeness: its antecedents and impact on business performance. Industrial Marketing Management, 33(5), 429–438.
IiMedia Research. (2022). Ecological Research Report of Chinese Virtual Anchor Industry. Retrieved from October 14, 2022, https://www.iresearch.com.cn/Detail/report?id=4078&isfree=0.
Jiang, Z., & Benbasat, I. (2015). Research note: investigating the influence of the functional mechanisms of online product presentations. Information Systems Research, 18(4), 454-470.
Kaiser, H.F. (1974). An Index of Factorial Simplicity. Psychometrika, 39, 31-36.
Lin, Y.X. (2022). Consumption and Identity--Consumption Analysis of Virtual Anchor Audience. Modernization of shopping malls, 41(18), 7-9.
Ma, L.T., & Wu, H.D. (2022). Research on the Influence of Short Video Content on Consumers’ Purchase Intention--Taking Consumers’ Emotional Attachment as an Intermediary. Cultural industry research, 15(1), 108-122.
Matsuno, K., Mentzer, J.T., and Özsomer. A. (2002). The effects of entrepreneurial proclivity and market orientation on business performance. Journal of Marketing, 66, 18–32.
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge: The MIT Press.
Mei, S.J. (2022). Research on Interactive Behavior of Webcast Based on Scene Theory. Master thesie, Beijing Foreign Studies University, Beijing.
Pelet, J. E., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by presence: Evidence from social media use. Information and Management, 54(1), 115–128.
Peng, Y. (2020). Research on the Influence Mechanism of Anchor and Live Scene on Users’ Reward Willingness. Master thesis, Chongqing University of Posts and Telecommunications, Chongqing.
Rovinelli, R. J., & Hambleton, R. K. (1977). On the use of content specialists in the assessment of criterion-referenced test item validity. Dutch Journal of Educational Research, 2, 49–60.
Sewak, S. S., Wilkin, N. E., Bentley, J. P., et al. (2005). Direct-to-consumer advertising via the Internet: the role of website design. Research in Social & Administrative Pharmacy, 1 (2), 289-309.
Shang, Y.W. (2022). Research on Virtual Anchor Culture from the Perspective of Landscape Social Theory. News Research Guide, 13(24), 1-4.
Short, J., Williams, E.& Christie, B. (1976). The Social Psychology of Telecommunications. London: Wiley.
Song, Y.Z., & Liu, Y.J. (2023). An empirical study on the influencing factors of viewing behavior motivation of Virtual Anchor users. Today’s Mass Media, 29(11), 66-71.
Suh, A., Cheung, C. M. K., Ahuja, M., & Wagner, C. (2017). Gamification in the workplace: The central role of the aesthetic experience. Journal of Management Information Systems, 34(1), 268–305.
Tong, S.D. (2023). Research on the Influencing Factors of Virtual Idol Video on Audience Flow Experience. Master thesis, Southwest University, Chongqing.
Wan, J.L. (2017). Reward or purchase: research on different payment models and decision-making behavior. Doctoral thesis, Huazhong University of Science and Technology, Wuhan.
Wang, P.P. (2021). Research on the Influence Mechanism of Consumers’ Purchase Behavior in Social E-commerce Community. Doctoral thesis, University of Science and Technology of China, Hefei.
Xiang, J.C., & Chen, J. (2022). Research on the Influence Mechanism of User Experience on User Stickiness in Virtual Community--Based on SOR Theory and ECT Theory. Hebei Enterprises, 2022-05-10.
Yong, Q.Y. (2021). Research on the Relationship among Social Presence, Consumer Trust, and Continuous Purchase Intention in the Context of E-commerce Live Broadcast. Master thesis, Central University for Nationalities, Beijing.
Zhou, C., & Lertjanyakit, H. (2024). INFLUENCE OF CHARACTERISTICS OF VIRTUAL ANCHOR ON FANS’ REWARD BEHAVIOR: A CASE STUDY OF CHINESE MARKET. Academic Journal Phranakhon Rajabhat University, 15(2), 140–158.
Zhang, R. (2022). Research on the Influence of E-commerce Live Content Marketing on Consumers’ Purchase Intention. Master thesis, Guizhou University, Guiyang.
Zhang, R.Y. (2020). Research on Interaction in Virtual Broadcast Main Communication Scene. Master thesis, Nanjing Normal University, Nanjing.
Zhong, Y.L. (2020). Research on the Influence of Flow Experience on the Loyalty of Virtual Brand Community. Master's thesis, Hunan University, Changsha.
Zhou, R. (2017). Interactive Analysis of Webcast Based on Interactive Ceremony Chain Theory. Western radio and prevision, 24(17), 27-28.