Abstract Based on the labor process theory, we analyze the relationship between guild and streamer in the live streaming platform, and the ability of the guild to empower the streamer, manage the web traffic and guide online viewers’ gift-revenue. Selecting 361,273 pieces of data from Huya live streaming platform in July 2023, we empirically examine the effect of the new business organization live streaming guild in the platform on network streamer’s individual gift income. We find that joining the guild can increase the streamer’s income; The value management ability of the guild represents its quality, which has a significant positive impact on the streamer’s income. The mediation effect test shows that the guild can influence the streamer’s income by through the peak heat, namely the streamer’s “burst” ability, and the total number of danmaku sent by viewers, namely the streamer’s “interaction” ability. Heterogeneity analysis shows that high quality guild has more obvious influence on the head streamers, while the small and medium-sized streamers receive relatively fewer benefit.
WANG Xuecheng,DUAN Qiushuang,TAO Xiaobo. Research on the Impact of Guild Organization on Streamer’s Individual Income in the Live Streaming Platform[J]. Chinese Journal of Management, 2025, 22(6): 1123-.
