선물증여: 선물 품목에 따른 성별, 선물 수령자, 대상 중요도의 상호 관계 Gift Giving: The Interaction between Gender, Gift Recipient, and Group Identity Importance by Product Category원문보기
본 연구의 목적은 한국 소비자의 선물증여의 과정에서 품목에 따른 성별, 선물 수령자, 대상 중요도의 상호 관계를 밝히고자 함이다. 한국의 소비자를 대상으로 5점 리커트 척도를 이용한 자기응답식 설문지가 사용되었다. 총 672부의 설문지가 데이터분석에 사용되었으며, 친척, 친구, 동료를 위한 선물 구매시, 의류나 전자제품을 구입하고자 할 때, 대상의 중요성에 따라 구매 행동에 어떤 차이가 있는지를 측정하였다. 연구결과, 성별, 선물 수령자, 대상 중요도간에 통계적으로 유의한 상호작용이 측정되었다. 연구결과에 따라 후속연구를 위한 제안이 논의되었다.
본 연구의 목적은 한국 소비자의 선물증여의 과정에서 품목에 따른 성별, 선물 수령자, 대상 중요도의 상호 관계를 밝히고자 함이다. 한국의 소비자를 대상으로 5점 리커트 척도를 이용한 자기응답식 설문지가 사용되었다. 총 672부의 설문지가 데이터분석에 사용되었으며, 친척, 친구, 동료를 위한 선물 구매시, 의류나 전자제품을 구입하고자 할 때, 대상의 중요성에 따라 구매 행동에 어떤 차이가 있는지를 측정하였다. 연구결과, 성별, 선물 수령자, 대상 중요도간에 통계적으로 유의한 상호작용이 측정되었다. 연구결과에 따라 후속연구를 위한 제안이 논의되었다.
The purpose of this study is to examine the relationship between gender, gift recipient, and group identity by product category of Korean consumers. 672 usable questionnaires from South Korea completed a self- administered survey with a five-point Likert scale. This questionnaire evaluated the perce...
The purpose of this study is to examine the relationship between gender, gift recipient, and group identity by product category of Korean consumers. 672 usable questionnaires from South Korea completed a self- administered survey with a five-point Likert scale. This questionnaire evaluated the perceived importance of group identity when buying apparel and electronics as a gift for kin, nonkin, and co-workers. The interaction between gender, gift recipient, and group identity were statistically significant. The results suggest that the importance of group identity may vary when gender and gift recipient differ by product category. Recommendations for future research are discussed.
The purpose of this study is to examine the relationship between gender, gift recipient, and group identity by product category of Korean consumers. 672 usable questionnaires from South Korea completed a self- administered survey with a five-point Likert scale. This questionnaire evaluated the perceived importance of group identity when buying apparel and electronics as a gift for kin, nonkin, and co-workers. The interaction between gender, gift recipient, and group identity were statistically significant. The results suggest that the importance of group identity may vary when gender and gift recipient differ by product category. Recommendations for future research are discussed.
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문제 정의
Since this study supports the idea that Korean consumers tend to allow the importance of group identity to influence their gift choices, then advertising and other promotional strategies could be developed to emphasize how the purchase of a par ticular prod니ct would enhance that relationship.
The findings of this study offer marketing constitu ents information that is useful in the understanding of consumer group conformity and its influence on gift selection. Since this study supports the idea that Korean consumers tend to allow the importance of group identity to influence their gift choices, then advertising and other promotional strategies could be developed to emphasize how the purchase of a par ticular prod니ct would enhance that relationship.
the concept of gift-giving. Therefore, the objective of this study was to determine the relation ship between gender, gift recipient and group identity by product category of Korean consumers. Specific questions addressed included: 1) is there a difference in the importance of group identity between male and female Korean consumers when buying a gift for kin, nonkin and co-workers; and 2) are there differences between males and females as to the importance of group identity with kin, nonkin, and co-workers when gift category changes? Apparel and electronics were selected as the gift to be purchased in this study because the items were among the top gifts given to others(Unity Marketing Report, 2005).
This study sought to determine if gender differ ences and product category influences whether a gift purchase decision is based on the importance placed on a consumers' relationship with kin, nonkin or co workers. According to the results of the apparel and electronics data analysis, gender alone did not influ ence Korean gift purchase decisions.
Some differences were found between male and female consumers. This study suggests that gifts are chosen to commu nicate the importance of the relationship between the buyer and the receiver. However, it did not focus on how the product is chosen.
가설 설정
The questions were phrased to examine the overall impor tance of group identity on gift purchase behavior. The question was: "You want to purchase an apparel gift for a relative(kin). Indicate how important it is to buy what the following people think you should buy when purchasing this The same statement was phrased again using nonkin, and co-workers as the gift recipient.
제안 방법
The respondents were given an incentive for participating in the study upon the completion and return of the questionnaire. A self-report survey questionnaire was used to examine the relationship between group identity, gift giving, and gender. A letter was attached to each questionnaire indicating that participation was voluntary and assured confidentiality and anonymity.
대상 데이터
The sample included students, and faculty members and family from Seoul, South Korea. The respondents were given an incentive for participating in the study upon the completion and return of the questionnaire.
데이터처리
A total of 672 usable questionnaires were collected for data analysis and a series of statistics(descriptive analysis, Multivariate analysis of variance: MANOVA) were performed utilizing SPSS 13.0 for Windows. MANOVA was used to test this hypothesis.
이론/모형
0 for Windows. MANOVA was used to test this hypothesis. Instead of a univariate F value, we obtained a multivariate F value^otelling's trace) based on a comparison of the error variance/covariance matrix and the effect vari- ance/covariance matrix.
성능/효과
One identifiable factor in the study was that both male and female seem to place the importance of group identity with each group(kin, nonkin, and co worker) as being more important than any other group when buying a gift for each of the groups. This was true across both product categoiy(apparel & electronics).
후속연구
That being whether spe cific characteristics of a particular product is neces sary to convey the importance of group identity with kin, nonkin and co-workers. Future research should address how the gifts are chosen and what product attributes are considered when buying a gift for each of the groups(kin, nonkin, and co-workers). That would mean focusing on product attributes as a func tion of gift choice for kin, nonkin and co-workers.
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