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

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  • Wee-Kheng Tan

    (National Sun Yat-Sen University)

  • Ping-Hsin Liao

    (National Sun Yat-Sen University)

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.

Suggested Citation

  • Wee-Kheng Tan & Ping-Hsin Liao, 2021. "What triggers usage of gift-giving apps? A comparison between users and non-users," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 515-538, September.
    • Handle: RePEc:spr:svcbiz:v:15:y:2021:i:3:d:10.1007_s11628-021-00453-w
    DOI: 10.1007/s11628-021-00453-w
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    1. K Akdim & Luis V. Casaló, 2023. "Perceived value of AI-based recommendations service: the case of voice assistants," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 81-112, March.

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