• Journal of Information Technology Services
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• v.14 no.1
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• pp.1-21
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• 2015

Recently, many companies have launched a new business model related to the mobile gift service in order to achieve or sustain a competitive advantage in the fast-growing mobile market. Due to the well combination of mobile technology advantages and offline gift-giving motivations, a mobile gift service has been proliferating over recent years. Although the motivation of mobile gift purchasing behavior can be different from that of offline gift purchasing behavior, there is still a lack of research on what factors are influencing and how they are impacting mobile gift purchasing behavior under diverse gift-giving settings. Therefore, based on both exchange and motivation theories as well as literature review, this study identified three influencing factors-economic (immediate rewards, convenience), social (friendship needs, reputation), and personal (enjoyment, self-satisfaction) benefits-and validated their impacts on intention to repurchase a mobile gift. Moreover, the moderating roles of intimacy and gift price in the relationships between benefits and mobile gift repurchasing intention were examined. The results provide many implications for marketing managers on how to enhance consumers' intention to repurchase, which in turn leads to sales and increased profit.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.454-464
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• 2015

In this study, we examined the motivations of using Kakaotalk's gift that is one of services provided by Kakaotalk, the most popular mobile-based messenger. We also investigated possible effects of these motivations on the satisfaction of the Kakaotalk's service and a potential association of these motivations with the frequency of purchasing gifts using the service. In order to answer the research questions, we conducted a survey that recruited 220 users ranging from teenagers to in forties. As the main results of analysis, we identified four different types of user's motivations for Kakaotalk's gift: beneficial motivation, convenient motivation, improvised buying motivation, and entertaining motivation. Both the beneficial motivation and the entertaining motivation were significantly associated with the gratification of using Kakaotalk's gift, which was in turn significantly associated with the frequency of purchasing gifts through the service.

• Journal of the Korea Convergence Society
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• v.7 no.5
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• pp.7-13
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• 2016

Since a smart phone became popular that leads mobile era, we've faced diverse life style changes. Particularly, a mobile messenger which changes communication method from voice and video call to text based multi media messenger, leads new gift-giving culture called mobile voucher gift-giving. Although many researches have validated diverse models about digital voucher, this research utilize the model which divide motivation of gift-giving from three theories: gift-giving motivation theory, technology acceptance model, and consumer value theory. The purpose of this research is not only validate the model but also grouping by giving frequency of samples and validate disparity among groups. In conclusion, there are three groups founded and shows difference motivations.

• Journal of the Korea Convergence Society
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• v.6 no.6
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• pp.105-110
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• 2015

Since a smart phone has been popular, 91% of the internet users are utilizing the technology in all places for chatting and messenger which overtake share of voice and visual call utilization. The phenomenon is remarkable to young generations between teenager and thirties, which leads to mobile messenger shopping such as mobile digital voucher and coupon buy. In this research, we clarify whether traditional gift-giving motivations works on digital coupon gift-giving, and two technology acceptance model factors: perceived usefulness and ease of use affects between motivations and intention to gift-giving. The result shows three traditional gift-giving motivations: experiential, obligated and practical attitude affects intention to digital mobile coupon gift-giving and ease of use of the digital mobile coupon works parameter of the relation rather than usefulness. In other words, gift-giving purpose digital coupon users give a gift with traditional gift-giving motivation but has the stronger intetnion to gift-giving by technology ease of use.

• Korean Association of Arts Management
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• no.55
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• pp.39-73
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• 2020

The recent rapid increase in single-person households has had a significant impact on the art performance market as well as the overall consumption trend. With the proportion of one-person viewers in the form of viewing the performance nearly half, the new term "Hongongjok" is widely used. Representing the trends of 'one-person consumption' and 'consumption for me' is the concept of 'self-gift' that consumes special for myself. This study introduced the concept of self-gift as a framework for understanding a new group of performance viewers who lavishly investing in consumption for one's sake. It also demonstrated how self-gift motivation affects the perceived value and the intention of self-gift. As a result of the analysis, the motivation for reward, therapeutic personal disappointment, and therapeutic negative mood reduction of the self-gift had a significant effect on the intention of self-gift through the perceived value of classical music performances. In addition, it was also revealed through the multi-group analysis that there was a significant difference in the effect of self-gift motivation factors between a single viewer and two or more accompanying viewers. This study contributes to the fact that the art performance industry can be provided the first theoretical basis for understanding these customer groups in order to respond to the consumption trend for one-person viewers. It also offered practical implications for revitalizing the stagnant classical music performance market by framing the art performance as a self-gift.

• Journal of Korean Society for Quality Management
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• v.42 no.4
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• pp.717-728
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• 2014

Purpose: The purpose of this research is to develop a model tat explains the motivation of mobile coupon gift intention in mobile instant messenger service. Methods: This study utilized Structural Equation Model to clarify factors those influence mobile coupon gift intention under mobile messenger environment. Results: The research model in this study is verified with two hundreds sample data. This study found that mobile coupon gift-givers's giving intention is influenced by experimental and obligated motivation, price utility, social value of gift-giving, and perceived ease of use of the technology. Conclusion: This study verified five factors those influence to mobile coupon gift-giving intention. Although this study initially suggests and verify gift-giving intention model, we expect further research that related to other factors affecting the intention and other recent technology factors such as personal innovation and others.

• Korean Journal of Human Ecology
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• v.1 no.1
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• pp.126-142
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• 1998

The purpose of this study was to investigate the relationship between perceived risk and purchasing behavior of clothing gift among adult women. Data were collected from 258 adult women reside in Kwangiu who have ever been to purchase clothing gift during recent six months using a qusetionaire. Frequency Analysis, Factor Analysis, Correlation Analysis, T-test were carried out in the collected data. The findings were as follows; 1. The types of risks that respondents perceived when they purchased clothing gift were identified as practical-economic risk, the social-psychological risk, the fashionable risk and the time-refunding risk. 2. The higher the self-satisfaction motivation was, the higher the social-psychological risk and the higher the practical motivation was, the higher the practical-economic risk (P<.001). 3. The degree of the perceived risks of the Low Planning Group was higher than that of the High Planning Group (P＜.001). 4. When the respondents perceived social-psychological risk high, they considered brand, fashionability, and store type as more important selective criteria and when the practical-economic risk perceived high, practicality, store service were conidered more important (P＜.05). 5. When respondents perceived social-psychological and fashionable risk high, they used both personal information and non-personal information high (P<.01). (Korean J Human Ecology 1(1) : 126∼142, 1998)

• Journal of the Korean Home Economics Association
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• v.30 no.3
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• pp.257-270
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• 1992

Gift giving is usually conducted at festive days, Christmas or Parent's day. When consumers purchase gifts, they have some troubles about efficiency and economy of gifts. The issues about gifts purchase also involve the conceptualizing and establishing evaluative measure of gifts. In order to solve some problems concerning to gift giving, it is necessary to define the concept of gift giving above all. Therefore, the purpose of this article is to establish the concept of gift giving in heop of the study of anthropology and sociology about the beginning of gifts. And it attempts to review on gift giving in the field of consumer behavior. So, first this article proposes that the core concept of gift giving is a reciprocity. It means the obligatory system performed among small groups or individuals. Second, in order to analize the gift giving process, it needs to involve important variables-gift occasion and motivation of gift giving, and intimacy relationship.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.52-59
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• 2006

The purposes of this study were to investigate and to compare the actual state of clothing gift giving behavior according to gender. A survey using questionnaire was conducted on 417 university students in the Cheongju area, Korea. The questionnaire was composed of questions concerning demographic factors, clothing gift giving behavior and purchasing behavior, and of multiple choice and 5-point scales depending on the characteristics of the questions. Frequency, descriptive analysis, x$^2$-test and t-test were used for a data analysis. Most of the students had experience of giving the clothing for a gift more than once during the year. They usually purchased the clothing for their parents and Fiends. The items of clothing were low purchasing risk items like sweater, T-shirts, underwear and shirts or blouse. The main reason for purchasing clothing gift for their parents and friends was based on mostly practical motivation.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.97-104
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• 2019

With the development and spread of smart devices, the proportion of mobile shopping is gradually increasing, and the market for mobile gift certificates is also increasing. This study examines the usage status and acceptance attitude of mobile gift certificates for university students who are major customers of mobile gift certificates. Also, based on the extended integrated technology acceptance model (UTAUT2), the results of the analysis of the mediating effect of the intention of the user on the relationship between acceptance of mobile vouchers and recommendation intention were presented. As a result of the analysis, it was shown that the effort expectation, hedonic motivation, price utility, and habit had significant influence on the intention to use the mobile gift certificates. Also, the intention to use mobile gift certificates has mediating effects between effort expectation, hedonic motivation, price utility and recommendation intention. The results of this study can be applied to strategic marketing such as recruitment of new customers through mobile gift certificates while explaining customers' acceptance of technology to mobile gift vouchers or future prospective customers.