近年來，一種新型社交媒體形式在網絡上大受歡迎，其經濟價值也呈指數級增長，尤其在中國，這種形式就是直播。這種新興的商業模式吸引了許多科技巨頭和網上零售商的注意，他們紛紛推出各種直播功能或平台，如 Facebook、YouTube 和亞馬遜。本研究旨在探索直播電商的一種商業模式：送禮。

本研究採用社會資本理論來研究直播中的送禮意圖以及利他主義的調節效應。從社會資本理論中選擇了兩個變量來代表每個維度，進一步發展了概念框架。我們從參與直播的受訪者那裡收集了數據，通過進行結構方程建模來驗證我們的假設。根據分析結果，結構維度對送禮意圖有較大的影響，而認知維度沒有直接影響。此外，我們的研究還表明，利他主義可以調節送禮意圖與其他變量之間的關係。我們的研究對於直播相關知識體系的貢獻在於確定了送禮意圖的決定因素，同時擴展了社會資本理論在線上環境下的理論框架。

In recent years, there’s a novel form of social media that has gained substantial popularity, and its monetary value also has grown exponentially, particularly in China, that is, live streaming. The developing business model caught the eye of many tech giants and online retailers, launching various livestreaming features or platforms, such as Facebook, YouTube, and Amazon. This research aims to explore one of the business models of livestreaming commerce: gifting.
The research adopts the social capital theory to investigate gifting intention in livestreaming and the moderating effect of altruism. Two variables were identified for each dimension from the social capital theory, and the conceptual framework was further developed. We gathered data from respondents who participated in livestreaming and verified our hypotheses by conducting structural equation modeling. In accordance with the analysis results, the structural dimension has a major influence on gifting intention, while the cognitive dimension doesn’t have a direct impact. In addition, our findings also suggest that altruism can moderate the relationships between gifting intention and other variables. A valuable contribution is made by our research to the body of knowledge related to live streaming by identifying the determinants of gifting intention as well as expanding the social capital theory to the online context.

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