<![CDATA[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.]]>
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