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의학 일반 간호학 수의학 약학 한의학 기초의학 임상의학 기타 의약학
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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제18권 제1호
발행연도
2020
수록면
95 - 105 (11page)

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초록· 키워드

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Purpose: Will more expensive gifts be more pleasurable and appreciated? This is a general expectation of gift-givers. According to the previous study on Americans (Flynn and Adams 2009), recipients tend to appreciate gifts regardless of their price. It indicates that there is an interaction effect between position (giving / receiving) and gift price. This study expands the previous study and aims to answer the following two questions: "Are such an interaction effect observed in Korean, too?" and "What types of people prefer expensive gifts?" Research design, data, and methodology: Study 1 of the current research repeated the Study 3 of Flynn and Adams (2009), with an iPod (high-priced gift condition) and a music CD (low-priced gift condition). That is, a 2 (gift price: high / low) x 2 (position: giver / receiver) between-group design was used. Study 2 used gift certificates of 100,000 won (high-priced gift condition) and 5,000-won gift (low-priced gift condition). Unlike the previous study that measured only one dependent variable (gratitude), this study added five more dependent variables in an attempt to exclude alternative explanations, such as endowment effects or emotional conflicts. This study also measured individualism / collectivism, face sensitivity, and materialism to explore the types of people who prefer expensive gifts. Results: The interaction effect between gift price and position on the level of appreciation was not significant. Meanwhile the main effect of gift price and of position were significant. The gift-recipient was more appreciative than the gift-givers‟ expectation regardless of the price of gifts. To investigate individual differences, individualism/collectivism, face sensitivity, and materialism were examined, but none of these variables were significantly related to the preference for expensive gifts. Respondents who received gift certificates in Study 2 were less grateful than those who received iPods or music CDs in Study 1. Conclusions: This study found that Koreans tend to be more grateful if they receive expensive gifts, in contrast to the Flynn and Adams (2009)‟s study with Americans. In addition, gift-recipients appreciated more than givers‟ expectation and were more grateful when they received tangible products rather than gift certificates.

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참고문헌 (31)

참고문헌 신청
Adams, G. S. / 2012 / The gifts we keep on giving : Documenting and destigmatizing the regifting taboo / Psychological Science 23(10):1145~1150 google schola Banks, S. K. / 1979 / Gift-giving : A review and an interactive paradigm / Advances in Consumer Research 6(1):319~324 google schola Baskin, E. / 2014 / Why feasibility matters more to gift receivers than to givers : A construal-level approach to gift giving / Journal of Consumer Research 41(1):169~182 google schola Belk, R. W. / 1993 / Gift giving as agapic Love : An alternative to the exchange paradigm based on dating experiences / Journal of Consumer Research 20(12):393~417 google schola Belk, R. W. / 1991 / Can't buy me love : Dating, money, and gifts / Advances in Consumer Research 18(1):521~527 google schola

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