愛情態度與送禮行為模式對禮品價值選擇之關聯研究

Relationships among Love Attitudes, Gift Giving and Gift Value

陳勁宇(Ching-Yu Chen)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400322

摘要

送禮的文化在台灣社會中是一種非常普及的行為，常被用來維持人際關係及表達情感，尤其是在特定情感節日，如情人節、聖誕節、紀念日等表達愛意的節日，禮品有各種不同的價值與類型，即使是同樣的禮品，對於不同收禮者所造成之感受可能亦會有所不同。因此如何使用合適的禮品來向對方訴說心意，將會是個很重要且複雜的決策。
本研究旨在探討在情人間的送禮上，所抱持愛情態度的不同，在送禮行為及禮品價值類型的挑選上有否差異。本研究分為兩部分，第一部分各種禮品價值分類調查；第二部分為探討愛情態度、送禮行為模式、禮品價值與送禮行為角色間是否有關聯性。採用問卷發放的方式蒐集資料，使用SPSS 18.0統計軟體進行卡方獨立性檢定分析資料。第一部分禮品價值調查問卷，回收有效問卷200份；第二部分共回收問卷253份，有效問卷回收率為83.8%。
第一部分禮品價值調查問卷結果得出，代表經濟性價值、社會性價值、功能性價值與表達性價值的八種禮品分別為珠寶首飾、名牌鞋包、旅遊看夜景、浪漫的餐廳或美食、鐘錶與手錶、居家用品、手工禮物及巧克力；第二部分的研究結果顯示，愛情態度為「實際愛」者，偏好「經濟交換模式」；「社會交換模式」之送禮者，偏好送「社會性價值」與「功能性價值」之禮品；「經濟交換模式」之送禮者，偏好收到「經濟性價值」的禮品。由研究結果得知，愛情態度、送禮行為模式、禮品價值與送禮行為角色間，皆有存在著關聯性，各個類別之內容愈是相似，則愈容易有關聯性的影響。

關鍵字

送禮行為角色 ； 禮品價值 ； 送禮行為 ； 愛情態度

並列摘要

Culture of gift giving is very common in Taiwanese society, it is often used to maintain interpersonal relationships and express concerns in a particular festival, such as Valentine's Day, Christmas, anniversaries, holidays and so on. There are variety of value and categories of gifts, even different gifts receivers may have different feelings toward the same gifts. Accordingly, it's always a very important and complex decision to choose an appropriate gift to express your concerns.
The purpose of this study is to discuss the relationships between love attitudes, gift giving, gifts value and the role of gift giving. The study is divided into two stages, the first stage is about to find the appropriate gifts in respond to the gift value categories ; the second stage is to discover the relationship between love attitudes, gift giving , gifts value and the role of gift giving. The data has been carried out through the questionnaire, and was collected for further interpretation by descriptive statistics Chi-Square test of independent with SPSS 18.0. There were 200 questionnaires received in the first stage and 253 questionnaires received of the second stage, the returning rate is 83.8% of the second stage.
The empirical of this study in the first part are as follows, jewelry ,designer handbag and shoes are belong to the economic value; traveling and romantic restaurant are belong to the social value; watch and house wares are belong to the functional value; handmade gifts and chocolate are belong to the expressive value. The major findings of this study in the second stage show that the love attitude which is "Pragma" would prefer "Economic Model". Moreover, people who are belong to "Social Model" prefer to give gift of "Social Value" and "Functional Value”. And the giver of “Economic model” prefers to receive the gift of "Economic value". As a result, the relationships between love attitudes, gift giving, gifts value and the role of gift giving are related. The more similarities of each category are, the more connection they have.

並列關鍵字

gift giving ； love attitude ； gifts value ； the role of gift giving

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