Gift giving via social network services: the case of a WeChat mini-program used in China
Data Technologies and Applications
ISSN: 2514-9288
Article publication date: 15 June 2020
Issue publication date: 25 August 2020
Abstract
Purpose
The purpose of this paper is to examine and explore the factors that drive users to gift through social network services (SNS).
Design/methodology/approach
A questionnaire method was applied to collect data from the sample of the WeChat users who have used mini-program. This paper employed the partial least squares method and used SmartPLS2.0 to analysis sample data, which examined the validity as well as reliability of the sample and further tested the hypotheses by the path coefficients.
Findings
The empirical results showed that pleasure, social relationship maintenance, convenience and comprehensiveness are significantly related to SNS gifting behavior, and conscientiousness moderates the relationship between intention and behavior in the context of SNS gifting. However, this study cannot find the effect of symbolic representation, impersonality and gift reciprocity motivations.
Research limitations/implications
Theoretically, this study perfects the research of SNS gifting on the lack of exploring characteristics of comprehensiveness. Practically, this paper lends insights on how SNS providers attract users to adopt gifting.
Originality/value
SNS gifting lacks a complete and effective promotion strategy, resulting in a small number of users as well as low profit. Besides, prior studies have focused on tradition gifting and online gifting. Little research talks about gifting on SNS phenomena, and thus it is necessary to perfect the theory of SNS gifting.
Keywords
Acknowledgements
First and foremost, I would like to show my deepest gratitude to my supervisor, Prof. Chen Haitao, who has provided me with valuable guidance in every stage of the writing of this thesis. I shall extend my thanks to Prof. Wang Xiangyang and Xu Dongming for all his kindness and help in the revised stage. Last but not least, I’d like to thank all my friends, especially my senior sister apprentice, for their encouragement and support.
Citation
Hao, C. and Hai-tao, C. (2020), "Gift giving via social network services: the case of a WeChat mini-program used in China", Data Technologies and Applications, Vol. 54 No. 4, pp. 481-502. https://doi.org/10.1108/DTA-08-2019-0144
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited