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American And Korean Consumers Perceived Importance of Group Identity on Gift Giving Purchase Behavior  

Jackson, Vanessa Prier (Department of Merchandising, Apparel, and Textiles, University of Kentucky)
Miller-Spillman, Kimberly A. (Department of Merchandising, Apparel, and Textiles, University of Kentucky)
Kwon, Hyun-Ju (Department of Textiles, Merchandising, & Design, Middle Tennessee State University)
Publication Information
International Journal of Human Ecology / v.9, no.2, 2008 , pp. 67-75 More about this Journal
Abstract
This study examines the importance of group identity (kin, friends, co-workers) when gift recipient changes among American and Korean consumers. Female college students and academicians completed a self-administered questionnaire. Four hundred fifty-eight respondents evaluated the perceived importance of group identity when buying an apparel gift for kin, friends, and co-workers. The results suggest that the importance of group identity may influence the type of gift a recipient receives. The results show that when buying a gift for kin, friends, and co-workers that both young and older American consumers place greater importance on self rather than the opinion of other group. The older and younger Korean respondents rated the opinion of each group (kin, friends, and co-workers) to be more important than self. Recommendations for future research on the affect of culture on consumer purchases are suggested.
Keywords
gift giving; group identity;
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