Give to give: The gifting motivation and behavior in the social live streaming service

The social live streaming service (SLSS) helps users broadcast live videos over the Internet for social interactions. In SLSS, attracting users to purchase and give virtual items as gifts – referred to as online gift-giving or gifting – is a newly emerging business model. This study thus raises the question, what motivates users to spend money on virtual items and actively give them as gifts in SLSS? The study taps into the question from a novel perspective, the Bekkers & Wiepking’s framework of philanthropy. In light of the perspective, the study proposes and validates a research model, indicating that motivational variables such as price fairness, perceived enjoyment, and status-seeking significantly influence SLSS gifting intention/behavior indirectly through users’ awareness of needs for gifting. The findings suggest the appropriateness and relevance of the perspective of philanthropy in explaining the SLSS gifting intention/behavior and extend both streams of SLSS and online gifting literature. The findings also offer managerial implications for E-business practitioners.