Earticle

초록

영어

As the use of smart devices has become more widespread, monetary gifting through social network services (SNSs) has increasingly taken place in SNS group contexts. Despite the growing prevalence of such practices, the determinants of monetary gifting behavior in SNS groups remain underexplored. Drawing on social exchange theory, this study develops a research model that explains monetary gifting as a group-based exchange shaped by both SNS platform characteristics and group contexts. This study empirically validated the proposed model using both subjective and objective data gathered from an SNS platform across multiple time points. The findings show that benefit-related factors—reciprocity of SNS group monetary gifting, online social companionship, online social contribution, and convenience of SNS group monetary gifting—as well as a cost-related factor, social anxiety of SNS group monetary gifting, influence the frequency of monetary gifting in SNS groups through individuals’ assessments of perceived worth. This study contributes to the literature by providing a theoretically grounded explanation of monetary gifting behavior in SNS group contexts and by highlighting the combined role of SNS platform characteristics and group-based interaction dynamics. The findings also offer practical insights for SNS providers seeking to promote monetary gifting within group-based social interactions.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Conceptual Background
2.1. Monetary Gifting in an SNS Group
2.2. Social Exchange Theory and Theoretical Framework
Ⅲ. Research Model and Hypotheses
Ⅳ. Research Methodology
4.1. WeChat Red Packet
4.2. Instrument Development
4.3. Data Collection
Ⅴ. Data Analysis and Results
5.1. Instrument Validation
5.2. Hypotheses Testing
Ⅵ. Discussion and Implications
6.1. Discussion of Findings
6.2. Limitations and Future Research
6.3. Implications for Research and Practice

키워드

저자

• So-Hyun Lee [ Assistant Professor, Department of Industrial and Management Engineering, Kyonggi University, Korea ]
• Xiao-Wen Feng [ Program Coordinator, School of International Studies, Renmin University of China, China ]
• Hee-Woong Kim [ Professor, Graduate School of Information, Yonsei University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658