受禮者對大量送禮的知覺價值極大化探討

The Study of the Maxminization of Percieving Value of the Receivees’ Massive Gift Giving The Study of the Maxminization of Percieving Value of the Receivees’ Massive Gift Giving The Study of the Maxminization of Percieving Value of the Receivees’ Massive Gift Giving The Study of the Maxminization of Percieving Value of the Receivees’ Massive Gift Giving

李水昌(Shui-Chang Lee)

指導教授 ： 林育則

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2009年)

摘要

本研究旨在研究受禮者對組織大量送禮之禮物，在不同的禮物標的物情況下，受禮者對組織情感及個人的知覺價值最大化之探討。研究對象以南投縣的受禮者，做為調查取樣的樣本，有效樣本311份，採問卷調查法，以「受禮者對大量送禮的知覺價值之量表」為研究工具，分為「金錢性禮物」、「象徵性禮物」、「實用性禮物」、「社交性禮物」、「知覺價格重視度」及「知覺品質重視度」等六個構面，進行資料蒐集整理分析，並利用SPSS Window 12.0中文版本及獨立樣本T檢定、單因子變異數ANOVA分析、單因子共變數ANCOVA分析及相關分析進行統計分析，主要獲得以下研究結果：
一、受禮者的知覺價值，會因禮物標的物的不同而有顯著差異。
二、受禮者對組織的情感，會因禮物標的物的不同而有顯著差異。
三、禮物的知覺價值越高，受禮者感受到的組織情感也越大。
四、對禮物標的物而言，受禮者的知覺品質重視度越高的禮物，禮物的知覺價值也會越高。
五、對禮物標的物而言，受禮者的知覺價格重視度越高的禮物，禮物的知覺價值也會越高。
最後，就研究結果進行綜合討論，並對機關團體、公司或非營利組織，想送出有組織情感且知覺價值最大的禮物時，提出具體可行的建議。

關鍵字

禮物標的物 ； 知覺價值 ； 組織情感

並列摘要

The purpose of this research is to explore the gift receivers’ perceived value of the mass gift giving of the organization. Under vavious types of gifts, the maximum value of the perceptions and the receptions toward the organization—the gift givers, are studied. The subjects are the gift receivers from Nantou County. There are 311 questionnaires handed out. The research method used in this study was through survey. The questionnaire, the Inventory of Gift Receivers’ Perception of the Mass Gift Giving of the Organization” was made up by the researcher. There are six phases of this inventory including the cash value gifts, symbolic value gifts, practical value gifts, social value gifts, perceived value gifts, and perceived quality value gifts. The data were collected and analyzed by SPSS (Statistical Package for Social Science) Window 12.0, Chinese Version. The data were tested by independent sampling, T-test, one-way ANOVA, and one-way ANCOVA. The conclusions were drawn. And the results are stated as follows:
1.The perceiving value of the gfits is fluntuated significantly by the value of thegifts.
2.The affection of the gift receivers toward the organization is fluntuatedsignificantly by the various kinds of gifts.
3.The higher perceived value of the gifts, the higher the affection is towards theorganization.
4.In terms of the gifts, the higher the perception of the quality of the gifts, the higerthe perceiving value of that gifts.
5.In terms of the gift value, the higher the gift receivers’ perception towards the gifts, the higher the perceiving value of that gifts.
In sum up, the conclusions are drawn, and the suggestions towards the variousorganizations, the future gift givers, are made for future references.

並列關鍵字

targetted gift ； perceiving value ； affection of the organization

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