Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Gift-giving Behaviors via SNS Mobile App: An Exploratory Study of Fashion Products

  • Ji Yoon Kim (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University) ;
  • Jiyeon Lee (Dept. of Clothing & Textiles, Hanyang University) ;
  • Kyu-Hye Lee (Human-Tech Convergence Program, Dept. of Clothing & Textiles, Hanyang University)
  • Received : 2023.12.01
  • Accepted : 2023.12.24
  • Published : 2023.12.30
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Abstract

As social distancing strengthened after the COVID-19 incident, people looked for things they could do alone. Additionally, as people have more financial resources, they purchase products they had previously considered purchasing, and the phenomenon of giving gifts to oneself has also appeared. Accordingly, this study analyzed fashion product reviews of KakaoTalk Gift, the service to exchange gift via SNS mobile app, to discover the phenomenon of self-gifting and the differences from interpersonal-gifting. For post-hoc data, in collected 18,354 pieces after excluding unnecessary data using a Python-based web crawling technique. The self-gifting behavior of KakaoTalk Gift different from the previous study for self-gift. Regardless of the gift-giving contexts, it determines that most self-gift products are material items. There are differences in product types and price levels when choosing gifts for others and oneself. As a self-gift, people typically buy luxury jewelry and branded bags/wallets to wear and show off. As interpersonal, among fashion products, people usually buy beauty products that reflect less personal tastes. When gift-giving to others, people buy products to appropriate prices to reduce the burden on both. When gift-giving to oneself, people buy wanted products regardless of the price. This study is significant because it suggests a new direction in self-gift research by limited online places to give gifts.

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References

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