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

What makes people send gifts via social network services? A mixed methods approach 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/approachThis 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.FindingsThe 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/implicationsThis 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 implicationsThe study informs SNS providers regarding the promotion of SNS gifting services for revenue generation.Originality/valueThis study is among the first to comprehensively examine decision-making in SNS gifting through the lens of customer value theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Internet Research Emerald Publishing

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

Lee, So-Hyun; Choi, Su-Jin; Kim, Hee-Woong
Internet Research , Volume 30 (1): 20 – Feb 3, 2020
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References (63)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1066-2243
DOI
10.1108/intr-12-2018-0551
Publisher site
See Article on Publisher Site

Abstract

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/approachThis 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.FindingsThe 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/implicationsThis 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 implicationsThe study informs SNS providers regarding the promotion of SNS gifting services for revenue generation.Originality/valueThis study is among the first to comprehensively examine decision-making in SNS gifting through the lens of customer value theory.

Journal

Internet Research – Emerald Publishing

Published: Feb 3, 2020

Keywords: Consumer behaviour; Mixed methods; Communications technology; Communication; Buyer behaviour; SNS gifting; Gift giving; Social network services; Customer value theory

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