What makes people send gifts via social network services? A mixed methods approach

So-Hyun Lee (Graduate School of Information, Yonsei University, Seoul, The Republic of Korea)
Su-Jin Choi (UniBank, Seattle, Washington, USA)
Hee-Woong Kim (Graduate School of Information, Yonsei University, Seoul, The Republic of Korea)

Internet Research

ISSN: 1066-2243

Publication date: 29 July 2019

Abstract

Purpose

Social network services (SNS) gifting is a new business model, but many SNS providers continue to face challenges as they explore ways to increase their revenues from gifting. The purpose of this paper is to examine the key factors involved in gift giving via SNS platforms.

Design/methodology/approach

This study adopts a mixed methods approach through qualitative and quantitative research. In the first stage (qualitative study), the authors extract factors from interviews with users of SNS gifting services. In the second stage (quantitative study), the authors interpret decisional factors explored in the first stage on the basis of customer value theory, develop a research model and empirically test it.

Findings

The results show that five factors – convenience of SNS gifting, symbolic representation of SNS gifting, relationship support of SNS gifting, pleasure of SNS gifting, and an SNS gifting norm – directly or indirectly affect SNS gifting decisions.

Research limitations/implications

This study contributes to electronic commerce research by extending the customer value theory and adding to the literature on SNS gifting and gift giving in general.

Practical implications

The study informs SNS providers regarding the promotion of SNS gifting services for revenue generation.

Originality/value

This study is among the first to comprehensively examine decision-making in SNS gifting through the lens of customer value theory.

Keywords

Citation

Lee, S., Choi, S. and Kim, H. (2019), "What makes people send gifts via social network services? A mixed methods approach", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-12-2018-0551

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.