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

In: Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024)

Author

Listed:
  • Amalya Diva Andriyani

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • David Saputra

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • Ilham Hardi

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • Hasna Inayah Nur Mahabbah

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • Muhammad Azzam Firdaus Hemawan

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

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 behavioural control influence gift-giving behaviour 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 behavioural control positively and significantly affect gift-giving behaviour.

Suggested Citation

  • Amalya Diva Andriyani & David Saputra & Ilham Hardi & Hasna Inayah Nur Mahabbah & Muhammad Azzam Firdaus Hemawan, 2025. "The Effects of Personal Motivations, Islamic Economic Law, and Perceived Behavioral Control on Gifting Behaviour for Z Generations in TikTok’s Live Streaming," Advances in Economics, Business and Management Research, in: Alfiatul Maulida & Md. Mahmudul Alam & ⁠⁠Mark Gabriel Wagan Aguilar (ed.), Proceedings of the 3rd International Conference on Management and Business (ICOMB 2024), pages 173-183, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-698-7_19
    DOI: 10.2991/978-94-6463-698-7_19
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