Group Participation Influence on Members’ Gifting Behaviors in a Social Game

  • Na Chen
  • Pei-Luen Patrick RauEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9741)


This study investigated whether group members’ participation influence individuals’ gifting behaviors. The experiment was conducted on the platform of WeChat Red Packet, which is a currently prevalent money gifting social game. Forty-eight participants were recruited. Two studies were conducted. Study 1 focused on the ratio of group partners who participated in the gift exchange (participation ratio) and Study 2 focused on the total frequency of gifts sent by partners (partners’ frequency). The results of Study 1 showed that in a friend group, higher friends’ participation ratio in gifting social games motives individuals to send gifts more times; whereas in a stranger group, group members’ participation ratio does not influence the individual’s gifting behaviors. Study 2 suggested that in both friend and stranger groups, higher partners’ frequency motives participants to send more gifts but shows no influence on the amount of monetary value of the gifts sent by participants.


Money gifting Social games Group participation 



This study was funded by a National Natural Science Foundation China grant 71188001.


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Industrial EngineeringTsinghua UniversityBeijingChina

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