探討自我一致性與思維方式之影響效果

The Effect of Self-Congruence and Styles of Thinking

江欣蓓(Hsin-Pei Chiang)

指導教授 ： 張心馨

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700254

摘要

本研究想探討禮物與送禮者本身的自我一致性對於收禮者感謝程度的影響，以及深入了解不同內在思維方式的收禮者對禮物的偏好與心裡想法。本論文以過去相關文獻為基礎，提出研究架構以及假設，並以實驗設計方式進行假設之驗證，所得研究結果如下：（1）當禮物與送禮者之自我一致性愈高，則收禮者之感謝程度愈高。（2）當禮物與送禮者之自我一致性愈高，相較於整體型思維的收禮者，分析型思維的收禮者之感謝程度較高。此結果可以給予送禮者在送禮時，作為挑選禮物的參考依據，使所贈送之禮物能夠深得收禮者喜愛，達到良好送禮效果；或是能提供禮品市場商家一些收禮者收禮偏好之的訊息，針對這些收禮特點，發展出更有效的行銷策略。

關鍵字

送禮行為 ； 自我一致性 ； 收禮者感謝 ； 收禮者思維方式

並列摘要

The purpose of this study is to investigate the effect of self-congruence and styles of thinking on recipients’ appreciation to gifts. According to previous research, two hypotheses are proposed and conducted by experiments. Results show that the more self-congruence similarity between gifts and giver, the more recipients' appreciation. Second, the higher the self-congruence of gift and giver, the higher recipients’ appreciation for analytic thinking individuals than holistic thinking individuals. Base on the result of this research, we hope to provide a reference to the giver when they choose the gift for others. So that the gift can be loved by the recipient and achieve effects of gift-giving. Moreover, we hope to offer useful information about the receiver’s tendency to help companies make a better marketing strategy.

並列關鍵字

Gift giving ； Self-congruence ； Recipients’ appreciation ； Styles of thinking

參考文獻

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