Examining gifting through social network services: A social exchange theory perspective Event as iCalendar

(Information Systems and Operations Management)

27 November 2018

1 - 2pm

Venue: The University of Auckland Business School, Level 3, Room 321, 12 Grafton Road, Auckland, 1010

Presenter: Professor Atreyi Kankanhalli, National University of Singapore

The increasing popularity of social network services (SNS) presents an opportunity to offer gifting services through SNS. For givers, gifting can be an important means to enhance social relationships. On the other hand, for SNS providers, members' gifting can serve as a major source of revenue. As SNS providers continue to face challenges in generating revenues, understanding how to stimulate gifting through SNS can allow them to profit from members' relationships. However, there is little understanding of what drives members' gifting through SNS, with limited prior research on online gifting. Thus motivated, we develop a research model of the antecedents of SNS gifting that builds on social exchange theory and prior gifting literature, and incorporates the unique aspects of such gifting (that we refer to as microgifting, with low-price digital voucher gifts). The theoretical model was validated through a field study, in which both subjective and objective data were collected from an SNS that has been successful in offering such gifting services. Our findings highlight the effects of perceived worth, SNS gifting experience, and the number of SNS friends on the frequency of SNS gifting. The results also show that expected benefits (i.e., reciprocity, pleasure, relationship support, convenience, and immediacy of gift sending) and costs (i.e., impersonality) indirectly impact SNS gifting frequency through the assessment of perceived worth. The study contributes to research by adding to our understanding of this new approach of gifting through SNS, i.e., microgifting. It also lends insights on how SNS providers can offer such services to tap this source of revenue.

Atreyi Kankanhalli is Professor and Deputy Head (Research and Administration) in the Department of Information Systems and Analytics at the National University of Singapore (NUS). She has also served as Assistant Dean (Research) and Assistant Dean (Undergraduate Studies). She is the Coordinator of the Digital Innovation Research Laboratory at NUS. Prior to joining NUS, she has considerable experience in industrial R&D. She has consulted for a number of organizations including World Bank and Bosch SEA. She has had visiting stints at UC Berkeley, London School of Economics, and ESSEC Business School. 

Her research interests are in the areas of online communities and digital collaboration, and digital innovation (particularly in public and healthcare sectors). Her work has appeared in a number of premium journals including MIS Quarterly, Information Systems Research, Journal of Management Information Systems, and Journal of AIS, among others. She has over 150 publications which have been highly cited. She has received the ACM-SIGMIS Best Doctoral Dissertation award, IBM Faculty Award, and several best paper and best reviewer awards among others. She is serving or has served on the boards of MISQ (current Senior Editor, ex-Associate Editor), ISR (ex-Associate Editor), JAIS (ex-Senior Editor) and Information and Management (Associate Editor). She has served as Program Chair for ICEGOV 2018, PACIS 2015, and BDAH 2014. She has been listed among the leading IS researchers globally (https://www.aisresearchrankings.org/).

For more information contact:
Jaeseok Lee
Email: jaeseok.lee@auckland.ac.nz
Ext. 82170