Issue

Vol. 13 No. 1 (2026): June

Date Log

Submitted
6 April 2026
Accepted
28 April 2026
Published
1 June 2026

Copyright (c) 2026 Johan Pratama Siahainenia, Thomas Stefanus Kaihatu, Fulgentius Danardana Murwani (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Normative Visibility and Reference Price Signals In TikTok Live Pay-What-You-Want Gifting

https://doi.org/10.24252/minds.v13i1.66788
Johan Pratama Siahainenia
Universitas Ciputra Surabaya, Indonesia
Thomas Stefanus Kaihatu
Universitas Ciputra, Indonesia
Fulgentius Danardana Murwani
Universitas Ciputra, Indonesia

Corresponding Author(s) : Johan Pratama Siahainenia

[email protected]

Jurnal Minds: Manajemen Ide dan Inspirasi, Vol. 13 No. 1 (2026): June

Abstract

Live-streaming platforms increasingly rely on Pay-What-You-Want (PWYW) gifting, yet voluntary payments remain weakly coordinated when prices are not fixed. This study examines whether platform-displayed reference price signals increase PWYW gifting propensity and whether this effect depends on Subjective Norms. Drawing on a digital distribution-channel coordination perspective, the study treats reference prices as interface-based price signals and Subjective Norms as informal social governance. Using survey data from 200 Indonesian Gen Z TikTok Live users and Hayes’ PROCESS Model 1, the findings show that reference price signals do not directly increase gifting propensity. Instead, their effect becomes positive and significant only when Subjective Norms are high. The study demonstrates that price anchors in live-streaming platforms are not behaviorally sufficient on their own; they gain force when embedded in visible social expectations that coordinate discretionary contribution.

Keywords

Pay-What-You-Want External Reference Price Subjective Norms Normative Visibility TikTok Live
Siahainenia, J. P., Kaihatu, T. S., & Murwani, F. D. (2026). Normative Visibility and Reference Price Signals In TikTok Live Pay-What-You-Want Gifting. Jurnal Minds: Manajemen Ide Dan Inspirasi, 13(1), 289–300. https://doi.org/10.24252/minds.v13i1.66788
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Author Biographies

Johan Pratama Siahainenia, Universitas Ciputra Surabaya

Management Department

Thomas Stefanus Kaihatu, Universitas Ciputra

Management Department

Fulgentius Danardana Murwani, Universitas Ciputra

Management Department

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