Title page for etd-0718115-100627


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URN etd-0718115-100627
Author Hsin-yi Huang
Author's Email Address No Public.
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Department Institute of Marketing Communication
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Gift-giving: The Moderating Effect of Gift Category And Gift Price In The Relationship Between Emotions And Closeness of Givers and Receivers
Date of Defense 2015-06-26
Page Count 133
Keyword
  • gift-giving
  • closeness
  • emotion
  • gift category
  • Abstract There are lots of motivations behind gift-giving. The goal of gifting is to enhance the connection between the givers and the receivers. This research investigates the gift-giving motivation by examining the asymmetry psychology between the givers and the receivers. This research categorized motivation into two emotions: guilt vs. gratitude, and to examine how different emotions affect the closeness of givers and receivers to each other. At the meanwhile, this research also examine the psychological mechanism under different emotions, whether obligatory gifting will mediate the link between guilt and closeness, and voluntary gifting will mediate the link between gratitude and closeness.
      Based on 2x2x2 factorial design, this first study examines whether the closeness difference of role (giver vs. receiver), emotions (guilt vs. gratitude), and gift category (material vs. experiential) in givers and receivers. The second study examines whether the closeness difference of role (giver vs. receiver), emotions (guilt vs. gratitude), and gift price (high vs. low) in givers and receivers. The results of the two studies showed that (1) Compared to giving gift under gratitude emotion, givers felt closer to receivers under guilt emotion. As for receivers, compared to receiving gift due to the giver felt guilt, receivers felt closer to givers when receiving gift that givers gave out of gratitude emotion. (2) Gift category moderated the impact of closeness in roles, emotion, and gift category. When feeling guilty, givers who gave material gifts felt closer to receivers than givers who gave experiential gifts. On the contrary, receivers who received experiential gifts that is out of givers’ guilt felt closer to givers than receivers who received material gifts. (3) Gift price moderated the impact of closeness in roles, emotions, and price. When feeling guilty, givers who gave higher price gifts felt closer to receivers than givers who gave lower price gifts. On the contrary, receivers who received lower price gifts that is out of givers’ guilt felt closer to givers than receivers who received higher price gifts. (4) The research found there was no mediation of obligatory gifting in guilt and closeness, as well as neither mediation of voluntary gifting in gratitude and closeness.
    This research contributed to theories of gift-giving, moral emotions, and gift category, and also provided alternative suggestion to marketers.
    Advisory Committee
  • Chun-Ming Yang - chair
  • Hung-Chou Lin - co-chair
  • Ying-Ching Lin - advisor
  • Shao-Jung Wang - advisor
  • Files
  • etd-0718115-100627.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2015-08-19

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