Understanding The Motivations and Perceptions of University Students Tipping Live-Streamers on Douyin: A Qualitative Investigation

This study investigates how to understand and view tipping live-streamers, and analyzes the different psychological and social motivations that students have for tipping live-streamers, on Douyin among Chinese university students. Despite the growing phenomenon of virtual gifting in the digital economy of China, exploration of this behavior within student populations is scant. Based on the Uses and Gratifications theory and grounded theory methodology, this study took 20 semi-structured interviews with Douyin users. Analysis revealed three overarching themes: culturally accepted and perceived view of tipping, Affectual Gratification and Affectional Gratification and Ego Boost¥ self-actualization and self-enhancement based motivations. Evidence from interviews shows that tipping behaviour is about more than just what happens in a transaction; it is a part of identity work, a form of digital social belonging, and a practice of economic agency. Implications for digital consumer psychology and live-streaming platforms and content creators.