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研究生：	詹文萱 Chan, Wen-Hsuan
論文名稱：	送禮動機對禮品選擇及期望自我的表現之影響 The Effect of Gift Giving Motivation on Gift Selections and Expected Self expression.
指導教授：	賴孟寬 Lai, Meng-Kuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際企業研究所 Institute of International Business
論文出版年：	2013
畢業學年度：	101
語文別：	英文
論文頁數：	109
中文關鍵詞：	送禮動機、禮品挑選、品牌意識、面子
外文關鍵詞：	Gift giving motivaiton, Gift selection, Brand consciousness, Face
相關次數：	點閱：114 下載：0
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摘要
送禮行為是一項普遍存在於日常生活中，社會大眾都有機會接觸的行為；藉由送禮，送禮者可以傳達個人情感、訊息給收禮者，藉以達到維持情誼、增進感情之目的。在本研究中，將送禮者的送禮動機分為自願性動機與義務性動機兩類，針對不同動機的送禮者，探討其在送禮行為中後續之禮品挑選及期望自我的表現。其中，在挑選禮品的過程中，探討消費者對有品牌意識-偏好購買有品牌的產品當作禮物，和將產品類別分為享樂性產品與功能性產品，來探討消費者在不同動機下的選購禮品的差異。此外，在東方社會中，「面子」是大眾很注重的一個環節，送禮的禮品將反映出送禮者是否送對了禮物，得到了面子；同時，禮品是不僅是傳遞情感、訊息的媒介，更可以展現出送禮者本身的自我認同。總結來說，本研究主要在於研究不同送禮下的禮品挑選及送禮者的期望自我表現影響。
透過問卷發放，一共收回295份有效問卷。本研究的研究結果如下所述：
1. 相較於義務性送禮動機，當送禮者是自願性送禮動機時未必會有較高的品牌意識；但當送禮對象是浪漫關係(romantic relationship)時，自願性送禮動機的送禮者在挑選禮品時則有較高的品牌意識。
2. 相較於自願性送禮動機，義務性送禮動機之送禮者偏好購買功能性產品；而當收禮對象為親密對象時，自願性送禮動機之送禮者則偏好購買享樂性產品。
3. 品牌意識對送禮者自身的面子問題及自我認同的呈現均有正面影響；而享樂性產品則比功能性產品更能傳達送禮者的自我認同效果。
4. 送禮者與收禮者之間的關係對送禮者之送禮動機及其禮品的挑選有部分的調節效果。
關鍵字：送禮動機、禮品挑選、品牌意識、面子

ABATRACT
Gift giving behavior is a salient behavior in a society. By gift giving behavior, people can convey affections and messages to the recipients to maintain or enhance the relationship between them. In this research, gift giving motivations are separated into voluntary motivation and obligatory motivation. When discuss gift selection process, brand consciousness which means consumers may prefer to choose branded products as gifts and product categories which contain hedonic products and utilitarian products are used to test the choosing difference under different motivations. Moreover, in the Eastern society, face is an essential factor that concerned by many people. The gift given to others will bring Mianzi to the giver. Besides, gift not only contains emotions and messages, but also reveals giver’s self-identity to the recipients. In sum up, this research focuses on the effect of gift giving motivation on gift selections and expected self expression. The research findings can be concluded as the followings. First, compare to obligatory givers, voluntary givers do not necessarily have higher brand consciousness; while, they have higher brand consciousness when the recipients is a romantic partner. Second, compare to voluntary givers, obligatory givers prefer to buy utilitarian products; while the recipient is close relative, voluntary givers prefer to buy hedonic products. Third, brand consciousness has a positive relationship to both face consciousness and self-identity; besides, hedonic products convey more self-identity than utilitarian products. Fourth, there is a partial moderating effect of the relationship between givers and recipients from gift giving motivation to gift selection process.
Key words: Gift giving motivation; Gift selection; Brand Consciousness; Face

TABLE OF CONTENTS
CHAPTER I INTRODUCTION	10
Research Background	10
Research Objective	14
CHAPTER II LITERATURE REVIEW	17
Gift-Giving Motivations	18
Brand consciousness	20
The Effect of Gift Giving Motivations on Brand consciousness	23
The Product Category of Gifts	24
The Effect of Gift Giving Motivations on Product Category of Gifts	24
Expected Gift Giving Behavior of Giver	26
The Effect of Brand Consciousness on Giver’s Face Consciousness	26
The Effect of Brand consciousness on Self-identity	28
The Effect of Product Category on self-identity	29
The Relationship between Giver and Recipient	29
CHAPTER III METHODOLOGY	34
Research Design	34
Sampling	34
Independent variables	35
Dependent variables	42
Mediating variables	43
Moderating variable	45
Pretest	47
Formal data collection	59
Data handing	60
Data coding	62
Validity and Reliability	64
Variables Indexes	70
Hypothesis Testing	70
CHAPTER IV CONCLUSION AND SUGGESTIONS	80
Conclusions	80
Empirically Tested Model	83
Academic contributions	84
Managerial implications	85
Limitation and Suggestions for Future Research	86
REFERENCES	87
Appendix A: pretest questionnaires (version A & B)	93
Appendix B: formal data collection	104



 
LIST OF TABLES
Table 2-1  The Type of Relationships	22  
Table 3-1  The categorization of Motivations	35
Table 3-2  The categorization of Motivations	37
Table 3-3  T-Test 12 Hard Copies Questionnaires	49
Table 3-4  The Means, SDs, Cronbach’s α, and Factor Analysis of Pretest	51
Table 3-5  Modification Items 	57
Table 3-6  Re-wording Items	58
Table 3-7  Sample Distribution of Formal Data Collection	63
Table 3-8  The Means, SDs, Cronbach’s α, and Factor Analysis of Pretest 	65
Table 3-9  The Composite Reliability and AVE of Each Constructs)	68
Table 3-10  The Square-Root of AVE and Correlation between Constructs	69
Table 3-11  The Goodness-of-fit Measures for CFA	69
Table 4-7  The Result of Full Model	70
Table 4-8  The result of Structure Equation Modeling for H1, H2a, H2b, and H5	74
Table 4-9  The result of Structure Equation Modeling for H1, H2a, H2b, and H5	74
Table 3-15  Top Ten Gift List for Recipients in Relationship	76
Table 4-11  The result of SEM with Multi-group Path Analysis	78
Table 4-1  Empirically Tested Model	80
 
LIST OF FIGURES
Figure 2-1  The Conceptual Model of This Study	33
Figure 3-1  The Parameter Result of Research Model	72
Figure 4-2  The Path of Structural Equation Model to Test H1, H2, and H6	73
                                    

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