The increasing popularity of social network services (SNS) presents an opportunity to offer gifting services through SNS. For givers, gifting can be an important means to enhance social relationships. On the other hand, for SNS providers, members’ gifting can serve as a major source of revenue. As SNS providers continue to face challenges in generating revenues, understanding how to stimulate gifting through SNS can allow them to profit from members’ relationships. However, there is little understanding of what drives members’ gifting through SNS, with limited prior research on online gifting. Thus motivated, we develop a research model of the antecedents of SNS gifting that builds on social exchange theory and prior gifting literature, and incorporates the unique aspects of such gifting (that we refer to as microgifting, with low-price digital voucher gifts). The theoretical model was validated through a field study, in which both subjective and objective data were collected from an SNS that has been successful in offering such gifting services. Our findings highlight the effects of perceived worth, SNS gifting experience, and the number of SNS friends on the frequency of SNS gifting. The results also show that expected benefits (i.e., reciprocity, pleasure, relationship support, convenience, and immediacy of gift sending) and costs (i.e., impersonality) indirectly impact SNS gifting frequency through the assessment of perceived worth. The study contributes to research by adding to our understanding of this new approach of gifting through SNS, i.e., microgifting. It also lends insights on how SNS providers can offer such services to tap this source of revenue.

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Background:The surgical pleth index (SPI) is proposed for titration of analgesic drugs during general anesthesia. Several reports have investigated the effect of SPI on the consumption of opioids including remifentanil, fentanyl, and sufentanil during anesthesia, but there are no reports about oxycodone. We aimed to investigate intravenous oxycodone consumption between SPI-guided analgesia and conventional analgesia practices during sevoflurane anesthesia in patients undergoing thyroidectomy.Methods:Forty-five patients undergoing elective thyroidectomy were randomly assigned to an SPI group (SPI-guided analgesia group, n = 23) or a control group (conventional analgesia group, n = 22). Anesthesia was maintained with sevoflurane to achieve bispectral index values between 40 and 60. In the SPI group, oxycodone 1 mg was administered intravenously at SPI values over 50; in the control group, oxycodone 1 mg was administered intravenously at the occurrence of tachycardia or hypertension event. Intraoperative oxycodone consumption and extubation time were recorded. The number of hemodynamic and somatic movement events was recorded, as were postoperative pain and recovery scores.Results:Patients’ characteristics were comparable between the groups. Intraoperative oxycodone consumption in the SPI group was significantly lower than the control group (3.5 ± 2.4 vs 5.1 ± 2.4 mg; P = 0.012). Extubation time was significantly shorter in the SPI group (10.6 ± 3.5 vs 13.4 ± 4.6 min; P = 0.026). Hemodynamic and somatic movement events during anesthesia were comparable between the groups, as were numeric rating scales for pain and modified Aldrete scores at postanesthesia care unit.Conclusions:SPI-guided analgesia reduces intravenous oxycodone consumption and extubation time compared with conventional analgesia based on clinical parameters during sevoflurane anesthesia in patients undergoing thyroidectomy.