商業送禮行為之研究

A STUDY OF BUSINESS GIFT GIVING

鄭孟育(Meng-Yu Cheng)

指導教授 ： 許士軍

元智大學/管理學院/管理研究所/博士(2005年)

摘要

本研究利用紮根理論初探商業送禮行為程序，有以下發現，在非完全競爭市場、非標準化產品、無客觀衡量標準的產業屬性下，賄賂行為特別容易發生。在商業送禮行為發生前，收、送禮雙方都會對對方進行試探、觀察等動作，但是，試探、觀察的次數與時間並不多，且送禮前如果能找到熟識收、送雙方的第三者，居中牽線時，收、送禮雙方的信任累積非常快速，送禮行為非常直接、大膽。而商業送禮的方式非常多種，每一種商業送禮的方式會隨著利益的大小而有不同，尤其利益很大時，會伴隨非常多種的送禮方式一起送；而且通常送禮方式越多種其共利結構穩定度越高、利益越大。
再者，送禮方要增加共利結構的穩定度，不能只靠送禮，還要與收禮方增強彼此的情感關係；且送禮方更能利用送禮行為來降低自己與收禮者的權力差距。
最後，本研究提出一利益、權力、關係三構面之送禮行為模式，此模式清楚表達出送禮方與收禮方之間的利益、權力與關係各種配對所對應的送禮行為模式。

關鍵字

商業送禮行為、紅包、共利結構

並列摘要

This paper is applied with a grounded theory to study the process of business gift giving behaviors. We found that corruption might occur with characteristics including imperfectly competitive market, non-standard product and an industrial without objective measurement.
Prior to the occurrence of business gift giving, observing the counterparty by a giver and a receiver exists. However, the frequency and duration of observing is low and short. Trust improves with a third party acquainting the giver and the receiver, which lets a gift-giving behavior direct and unfolded. There are several methods of business gift giving depending on the importance of interests. A gift giving with many ways means a great importance of interests, causing the structure of interest accompany stable.
Moreover, in order to establish a strong structure of interest accompany, not only a gift giving but also an affective relationship with the receiver, which can cut down the power distance between giver and receiver, is needed.
Finally, interactions among the three dimensions gift giving model of interests, power, and relationship are studied thoroughly in this research.

並列關鍵字

Business gift giving, Bribe, Structure of interest accompany

參考文獻

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