Online surprise gift-giving services and well-being: sender and recipient perspectives

Abstract

Purpose: Technology-mediated gift-giving is prevailing as consumers seek convenience and novelty. Using an industry example, this study aims to explore how a subscription-based online gift-giving service contributes to the recipient’s well-being, both from sender and recipient perspectives.

Design/methodology/approach: Online survey data were collected, with participants randomly assigned to sender (n = 257) or recipient (n = 257) scenarios, testing the underlying process and impact of surprise on the emotional value of the gift and two valenced emotions – happiness and disappointment. The authors also investigated how surprise, happiness, disappointment and emotional value influence recipient’s well-being, from the sender’s and the recipient’s perspectives.

Findings: Sender’s surprise positively impacts perceived recipient well-being via the perceived emotional value of the gift and the sender’s happiness with the chosen gift. Conversely, recipient perceptions of well-being are impacted by both positive and negative emotional responses to the gift. The emotional value of the gift to the recipient is impacted by social closeness with the sender, highlighting the importance of the sender-recipient relationship.

Research limitations/implications: This study contributes to the emotions, consumer behavior and gift-giving literature by examining the nuanced context of online surprise gift-giving and its impact on recipient well-being from dual perspectives.

Practical implications: The findings highlight well-being as a key area for companies in the online surprise gift-giving domain, along with the need to understand the relationship between senders and recipients and the option for personalization.

Originality/value: The authors extend theoretical and practical understanding by exploring technology-mediated gift-giving and well-being from both the sender and recipient perspectives.