SLSS Gamification as an E-Commerce Model in China

Digital/virtual gift purchasing and giving (gifting thereafter) is a business model that has emerged in the context of the social live streaming service (SLSS). In this study, we argue that both SLSS and its gifting model are largely established upon the application of game and game-like design elements and principles in the non-game environment – a process known as gamification. The system and content qualities of SLSS gamification exercise...