Group Participation Influence on Members’ Gifting Behaviors in a Social Game
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.
KeywordsMoney gifting Social games Group participation
This study was funded by a National Natural Science Foundation China grant 71188001.
- Burke, M., Kraut, R.E.: Growing closer on facebook: changes in tie strength through social network site use. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 4187–4196. ACM (2014)Google Scholar
- Chen, N., Rau, P.P.L.: How Guanxi sources influence closeness? The moderating effects of reciprocal norms on feeling closeness. Soc. Behav. Pers. Int. J. 44(7) (2016)Google Scholar
- Gilbert, E., Karahalios, K.: Predicting tie strength with social media. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 211–220. ACM (2009)Google Scholar
- Huffman, S.B., Hochster, M.: How well does result relevance predict session satisfaction? In: Proceedings of the 30th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, pp. 567–574. ACM (2007)Google Scholar
- Liu, W., He, X., Zhang, P.: Application of red envelopes–new weapon of wechat payment. In: 2015 International Conference on Education, Management, Information and Medicine. Atlantis Press (2015)Google Scholar
- Chen, L.: Red Envelope War: How Alibaba and Tencent Fight Over Chinese New Year, Forbes, 19 February 2015. http://www.forbes.com/sites/liyanchen/2015/02/19/red-envelope-war-how-alibaba-and-tencent-fight-over-chinese-new-year/#42daf0de7826. Accessed 18 February 2016