Factors influencing online gifting intention on TikTok application among Gen-Z: the role of hedonic motivation, parasocial interaction, and loyalty with social presence as moderator variable

Name: Nattawat Wongwilatnurak

Organization : Bangkok University. Department of Broadcasting and Streaming Media Production

LCSH: Gifts

LCSH: Social media

LCSH: Motivation (Psychology)

LCSH: Generation Z

Abstract: This study examined 1) the influence of hedonic motivation and parasocial interactions on online gift intention to NPC streamers in TikTok application and 2) the role of social presence as a moderator variable which has an effect on hedonic motivation, online gift intention, and loyalty. It employed a quantitative approach by using a questionnaire to reach 404 Gen-Z respondents. To answer the research objectives, the statistic procedures of PLS-SEM and Bootstrapping in the software SmartPLS4 were utilized as the primary tool in this study. The findings found that parasocial interaction positively influenced hedonic motivation (β=0.298). Moreover, parasocial interaction positively influenced online gift intention (β=0.429). Furthermore, parasocial interaction positively influenced loyalty (β=0.425) which has an effect on online gift intention (β=0.326). However, there is no significant between hedonic motivation and online gift intention. Focusing on the effect size known as ƒ2 which was a rank in accordance with small to large numbers: 1) the couple variables of parasocial interaction and loyalty (ƒ2=0.219); 2) the couple variables of parasocial interaction and online gift intention (ƒ2=0.213); lastly 3) the couple variables of parasocial interaction and hedonic motivation (ƒ2=0.082). However, there is no effect size in the other moderator variables. Lastly, this article can build a body of knowledge regarding factors influencing online gifting intention on TikTok which benefit content creators, viewers, and platform providers.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Created: 2568

Modified: 2025-12-30

Issued: 2025-12-30

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BibliograpyCitation : วารสารวิชาการมนุษยศาสตร์และสังคมศาสตร์ มหาวิทยาลัยบูรพา. ปีที่ 33, ฉบับที่ 3 (ก.ย.-ธ.ค. 2568), หน้า 92-108

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