中国文化价值观对礼物馈赠行为的影响研究

The Effect of Chinese Cultural Values on Gift-giving Behavior

我国是一个讲究礼尚往来的国家,礼品市场有着巨大的市场容量和增长空间。但目前学界对我国礼品消费行为的研究还很缺乏,文章分析了"礼"、"人情"、"面子"、"报"、"关系"等这些独特的本土文化价值观对礼物馈赠行为的影响,提出了一个礼物馈赠的研究模型,实证研究的结果表明:关系对中国人的礼物馈赠行为有最大的影响力,维护和拓展关系网是礼物馈赠行为的最大驱动力,同时面子也是支配中国人礼物馈赠行为的重要心理因素。

We have a long tradition of gift-giving behavior,and gift market has huge market capacity and high growth rate in China. However,there are limited researches on Chinese consumer gift-giving behavior. In this paper,we illustrated the relevance of Chinese cultural values in the context of gift-giving,such as'Li','Renqing( favor) ','Mianzi( face) ','Bao( reciprocity) 'and'Guanxi( relationship) ',and examined their relationship with gift-giving behavior. The results indicated'Guanxi( relationship) 'has the most significant influence on gift-giving behavior,maintaining and expanding relationship network is the driven factor for gift-giving behavior,'Mianzi( face) 'also has strong influence on gift-giving behavior.