What triggers usage of gift-giving apps? A comparison between users and non-users

Wee-Kheng Tan () and Ping-Hsin Liao ()
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Wee-Kheng Tan: National Sun Yat-Sen University
Ping-Hsin Liao: National Sun Yat-Sen University

Service Business, 2021, vol. 15, issue 3, No 5, 515-538

Abstract: Abstract Service sector companies, like cafes and convenience stores, have introduced applications (apps) that permit customers (givers) to gift beverages to their acquaintances (receivers), who redeem the gift at a convenient outlet. Using social capital theory, affective forecasting theory, and hedonic-utilitarian duality, this study investigates adoption and (continual) use of gift-giving apps. The partial least squares analysis on 223 giver-users and 335 giver-non-users showed that bonding and bridging social capital encourage giver-non-users to use the apps. Bonding social capital encourages giver-users to continue using the apps. Additionally, giver-non-users and giver-users view the apps as hedonic and utilitarian, respectively.

Keywords: Gift-giving apps; Social value; Social interaction; Social capital; Enjoyment; convenience (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s11628-021-00453-w

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