Unpacking the link between parasocial relationships and gifting in live streaming: A mediation and moderation perspective

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Lin Liu, Qi Dong, Xiaoya Wang, Chunke Su, Mengxiao Zhu

Published: 01 Oct 2025, Last Modified: 15 Oct 2025CrossrefEveryoneRevisionsCC BY-SA 4.0
Abstract: Highlights•Parasocial relationship positively influences gifting intention in live streaming.•Perceived benefits of gifting mediate the effect of parasocial relationship on gifting intention.•Perceived benefits of gifting in relationship development exhibit stronger mediating effect than image building.•Streamer popularity strengthens the positive impact of parasocial relationship on perceived benefits of gifting.