JungYu Kwon

Understanding Digital Gifting Through Messengers Across Cultures: A Comparative Study of University Students in South Korea, China, and Japan

Digital gift-giving has become a key means of maintaining social relationships, but most existing research has focused on gifting within global e-commerce or social media platforms. The emergence of messenger-based gifting in East Asia, where gifting traditions are deeply rooted, remains underexplored. This study exam…