Abstract
Social interactions in online games have led gamers to form lasting social relationships. This has caused a tremendous increase in gift-giving on online gaming platforms. This study aims to identify factors that impact gamers’ gifting behaviour in online games. A conceptual framework is developed by incorporating the Social Identity Theory, Social Exchange Theory, and Theory of Planned Behaviour. This study adopts a quantitative research methodology that collects data from 404 Clash of Clans gamers. The findings show that gaming team identification and compliance with gaming team norms are positively associated with gaming team commitment. Gifting reciprocity, pleasure, relationship support, and convenience were positively associated with the perceived worth of gift-giving while perceived cost was negatively associated. Gaming team commitment, attitude, subjective norms, perceived behavioural control, and perceived worth were positively associated with online game gifting intention. It was also found that gifting behaviour is an immediate consequence of gifting intention in online games. This paper contributes to the under-researched literature on gifting behaviour in online games. It provides novel insights into gamers’ gifting behaviour that can allow game developers to enhance revenue by increasing the sale of virtual in-game items.
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