El fenómeno de las donaciones en plataformas de streaming: Percepción del gasto digital en jóvenes universitarios

Luis Alberto Chávez Ramos; Rominna Brighit Rosas Falcón; Pedro Alex Hidalgo Ponce; Xiomara Celeste

doi:10.65598/rps.6022

Authors

Luis Alberto Chávez Ramos UNIVERSIAD AUTÓNOMA DEL PERÚ
Rominna Brighit Rosas Falcón Universidad Autónoma del Perú, Perú
Pedro Alex Hidalgo Ponce Universidad Autónoma del Perú, Perú
Xiomara Celeste Universidad Autónoma del Perú, Perú

DOI:

https://doi.org/10.65598/rps.6022

Keywords:

Digital donations, Live streaming, Spending perception, Creator economy, Consumer behavior

Abstract

The expansion of "digital donations" has reshaped contemporary media consumption, integrating microtransaction systems that allow for the monetization of social interaction in real time. In this scenario, streaming platforms have normalized financial outlay, raising new questions about how digital natives psychologically process this dematerialized spending. The main objective of this research was to determine the relationship between streaming donations and the perception of digital spending among university students in Lima. Methodologically, a quantitative approach was applied using a non-experimental correlational design. The sample consisted of 202 students selected through purposive sampling due to their expert user profile. They were evaluated with an instrument that reported high internal consistency (0.929). Statistical analysis, performed using Spearman's rho coefficient, revealed a very strong positive correlation (.866; p < .000). This finding indicates that donation behavior explains a large part of the variance in students' financial cognition. Far from acting impulsively, the study demonstrates that expert users employ virtual currency as a deliberate investment to gain status and visibility within the community. It concludes that greater immersion in the platform leads to greater cognitive maturity in managing budgets, challenging the traditional notion that virtuality negates awareness of the value of money.

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