The Effects of Personal Motivations, Islamic Economic Law, and Perceived Behavioral Control on Gifting Behaviour for Z Generations in TikTok’s Live Streaming

Amalya Diva Andriyani (), David Saputra, Ilham Hardi, Hasna Inayah Nur Mahabbah and Muhammad Azzam Firdaus Hemawan
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Amalya Diva Andriyani: Universitas Pembangunan Nasional Veteran Jawa Timur
David Saputra: Universitas Pembangunan Nasional Veteran Jawa Timur
Ilham Hardi: Universitas Pembangunan Nasional Veteran Jawa Timur
Hasna Inayah Nur Mahabbah: Universitas Pembangunan Nasional Veteran Jawa Timur
Muhammad Azzam Firdaus Hemawan: Universitas Pembangunan Nasional Veteran Jawa Timur

A chapter in Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), 2025, pp 173-183 from Springer

Abstract: Abstract Generation Z is known as a digital native generation that is highly connected to technology and the internet. TikTok, a popular platform among this generation, features live streaming that enables real-time interaction, giving rise to gift-giving practices. This study examines how personal motivation, Islamic economic law, and perceived behavioural control influence gift-giving behaviour among Generation Z during TikTok live streams in Indonesia. The population comprises Indonesian Generation Z individuals who have previously gifted TikTok content creators and are active users. A sample of 130 respondents was analyzed using Partial Least Squares (PLS) technique. Results indicate that personal motivation, Islamic economic law, and perceived behavioural control positively and significantly affect gift-giving behaviour.

Keywords: Personal Motivations; Islamic Economics Law; Perceived Behavioral Control; Gifting Behavior; TikTok (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-698-7_19

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DOI: 10.2991/978-94-6463-698-7_19

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