For it is in giving that we receive: Investigating gamers’ gifting behaviour in online games

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...