The Effects of Personal Motivations, Islamic Economic Law, and Perceived Behavioral Control on Gifting Behaviour for Z Generations in TikTok's Live Streaming

Authors

  • Amalya Diva Andriyani UPN Veteran Jawa Timur
  • David Saputra UPN Veteran Jawa Timur
  • Hasna Inayah Nur Mahabbah UPN Veteran Jawa Timur
  • Ilham Hardi UPN Veteran Jawa Timur
  • M. Azzam Firdaus Hemawan UPN Veteran Jawa Timur

DOI:

https://doi.org/10.33005/icebgc.v7i1.110

Keywords:

Personal Motivations, Islamic Economics Law, Perceived Behavioral Control, Gifting Behavior, TikTok

Abstract

Generation Z is known as a digital native generation that is highly connected to technology and the internet. TikTok, a popular platform among this generation, features live streaming that enables real-time interaction, giving rise to gift-giving practices. This study examines how personal motivation, Islamic economic law, and perceived behavioral control influence gift-giving behavior among Generation Z during TikTok live streams in Indonesia. The population comprises Indonesian Generation Z individuals who have previously gifted TikTok content creators and are active users. A sample of 130 respondents was analyzed using Partial Least Squares (PLS) technique. Results indicate that personal motivation, Islamic economic law, and perceived behavioral control all have positive and significant effects on gift-giving behavior.

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Published

2024-09-30

Issue

Vol. 7 No. 1 (2024): 7th ICEBGC

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.