#4793. What triggers usage of gift-giving apps? A comparison between users and non-users

July 2026publication date
Proposal available till 26-05-2025
4 total number of authors per manuscript0 $

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Journal’s subject area:
Business and International Management;
Strategy and Management;
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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:
convenience; Enjoyment; Gift-giving apps; Social capital; Social interaction; Social value

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