Gift giving via social network services: the case of a WeChat mini-program used in China

Purpose The purpose of this paper is to examine and explore the factors that drive users to gift through social network services (SNS). Design/methodology/approach A questionnaire method was applied to collect data from the sample of the WeChat users who have used mini-program. This paper employed the partial least squares method and used SmartPLS2.0 to analysis sample data, which examined the validity as well as reliability of the sample and...