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There is little formalized knowledge of virtual gifting in the information technology (IT) literature. The objective of this paper is to explore the factors affecting the acceptance of virtual gifts and specifically the factors within a virtual gift that affect individuals’ intention to accept it and the mediating role of these factors. This research combines several acceptances, hedonic and utilitarian view related theories to explore the factors affecting acceptance of virtual gifts. Moreover, this study investigates the effects of usefulness, beautifulness, subjective norms of the receiver, and importance of the giver of a virtual gift as determinants of its utilitarian or/and hedonic value. The study finally examines the impact of the normative quality of the giver on the appropriateness of the virtual gift. A proposed research model will be tested using survey data and PLS (Partial least square). The implications of the research will be discussed.

FACTORS AFFECTING VIRTUAL GIFT ACCEPTANCE: MEDIATING ROLES OF HEDONIC AND UTILITARIAN VALUES