Building on the Uses and Gratification Theory (U>), a mixed-method approach was employed to investigate the influencing mechanisms of different viewer-streamer interactions on viewers' product purchase and gift-giving intentions. In study 1, we collected 331 valid questionnaires and examined the proposed quantitative model through SmartPLS 3.3.3. The quantitative findings from study 1 revealed the role of telepresence and trust in streamers that influence viewers' product purchase and gift-giving intentions. In study 2, we conducted 20 in-depth interviews to further explain the mechanisms of viewer-streamer interaction strategies on product purchasing and gift-giving intentions through three types of gratification (i.e., process gratification, social gratification, and content gratification). The current study has implications for streamers to conduct appropriate interaction strategies and achieve better monetisation targets.

中文翻译：

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购买产品还是送礼？旅游直播中不同主播互动策略的研究

基于使用和满足理论（U>），采用混合方法研究不同观众与主播互动对观众产品购买和送礼意图的影响机制。在研究 1 中，我们收集了 331 份有效问卷，并通过 SmartPLS 3.3.3 检查了所提出的定量模型。研究 1 的定量结果揭示了远程呈现和对主播的信任对影响观众的产品购买和送礼意图的作用。在研究2中，我们进行了20次深度访谈，通过三种满足类型（即过程满足、社交满足和内容满足）进一步解释了观众与主播互动策略对产品购买和送礼意图的影响机制。目前的研究对于主播采取适当的互动策略并实现更好的盈利目标具有重要意义。