Online younger viewers’ motivation to purchase virtual gifts: multi-group analysis of urban-rural backgrounds

Purpose The paper focuses on online younger viewers’ motivation to purchase virtual gifts on live-streaming platforms. To explore influencing factors, this study draws on the Capability-Opportunity-Motivation-Behaviour (COM-B) theory and liberal-conservative thinking theory to establish the research model. It analyses factors that influence the use of environmental opportunity, personal capability and personal thinking style units, which differ from traditional user behaviour research. Design/methodology/approach Through the variance-based structural equation modelling and partial least squares path modelling, three influencing factors positively affect online younger viewers’ virtual gift-purchasing motivation: technical opportunity, financial capability and liberal thinking. Findings Considering the economic imbalance between urban and rural regions, this paper focuses on online younger viewers’ regional differences and designs their urban-rural backgrounds as moderating factors. The multi-group analysis based on a non-parametric approach presents several significant points in the current study, such as younger viewers from rural areas paying more attention to technical opportunities and liberal thinking factors. Originality/value The study distinguishes the differences between urban and rural areas and explores online viewers’ specific opinions on the virtual gift-sending system. The regional differences are caused by local technical development and economic background. The results can help live-streaming platform managers and related departments improve their techniques and functions, aiming to drive the development of the live-streaming industry.