- 期刊
Occasions and Motivations for Gift-Giving: A Comparative Study of Malay and Chinese Consumers in Urban Malaysia
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並列摘要
The main purpose of this study is to examine the occasions and motivations for gift-giving behaviour amongst urban Malaysian consumers. In addition, a comparison between the gift-giving behaviours of the two major ethnic groups in Malaysia, namely the Malays and the Chinese, will be made. The study utilized the survey approach. The sample consisted of 300 respondents. Findings showed that most of the respondents buy gifts during birthdays and weddings. When the motivations of gift giving were examined, the study found that the most preferred motivation for gift giving is for practical purposes. Comparing the behaviour of the two ethnic groups, significant differences were found. Some marketing implications of the study are discussed.
參考文獻
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被引用紀錄
Phan, P. T. H. (2015). 送禮文化對奢侈品牌消費的影響 [master's thesis, Chung Yuan Christian University]. Airiti Library. https://doi.org/10.6840/CYCU.2015.00230
莊清嘉（2016）。自適、載道與歎逝:歐陽修《集古錄跋尾》之抒情性〔碩士論文，國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342/NTU201600686
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