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

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.