Online gift-searching: gift-giving orientations and perceived benefits of searching

The increasing number of people who search for and purchase gifts online underscores the need to better understand the process of searching for gifts online. This study explores online gift-searching with regard to the psychological characteristics of gift seekers and the benefits of searching. This study examines how gift-giving orientations (agape and reciprocity) influence the perceived benefits of searching (utilitarian and hedonic) in online gift-searching behaviour.

The conceptual framework was tested using a survey. The data were analysed using structural equation modelling.

The results show that agape positively influences both utilitarian and hedonic benefits, which in turn increase online gift-searching. Reciprocity does not affect utilitarian benefits but decreases hedonic benefits and thus causes a reduction in online gift-searching. The perceived benefit of searching fully mediates the relationship between gift-giving orientations and online gift-searching. Utilitarian benefits are the primary benefits that are sought by consumers who search for gifts online.

Previous research regarding online information searching has focused on searching for items for self-use. This study extends that research by focusing on gift giving. By analysing the mediating effects of both the utilitarian and hedonic benefits of searching, this study provides new insights into whether and how gift-giving orientations affect online gift-searching. Additionally this study offers guidelines for effectively managing online retail environments.