出版社：International Association for Computer Information Systems
摘要：There is little formalized knowledge of virtual gifting in the information technology (IT) literature. The objective ofthis paper is to explore the factors affecting the acceptance of virtual gifts and specifically the factors within a virtualgift that affect individuals’ intention to accept it and the mediating role of these factors. This research combinesseveral acceptances, hedonic and utilitarian view related theories to explore the factors affecting acceptance of virtualgifts. Moreover, this study investigates the effects of usefulness, beautifulness, subjective norms of the receiver, andimportance of the giver of a virtual gift as determinants of its utilitarian or/and hedonic value. The study finallyexamines the impact of the normative quality of the giver on the appropriateness of the virtual gift. A proposedresearch model will be tested using survey data and PLS (Partial least square). The implications of the research willbe discussed.
