• 감성과학
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• 제20권3호
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• pp.131-140
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• 2017

선물 증여행위란 증여자와 수령자의 특수한 행동양태로, 선물 증여상황에서 발생되는 양자 간의 정서와 만족도는 매우 중요한 요소이다. 이와 같은 선물 증여행위는 최근 모바일의 보급과 성장에 따라 모바일 환경에서도 빈번히 이루어지고 있다. 이에 따라 국내에서는 기프티콘 (Gifticon)으로 불리 우는 모바일 선물에 대한 연구들이 이루어지고 있지만 증여자 측면의 이용행태와 동기에만 집중하였다는 한계점이 존재한다. 이에 본 연구는 더 나아가 (1) 기프티콘 증여상황에서의 역할에 따른 정서차이를 알아보고자 하였으며, (2) 역할과 상호간 친밀도가 선물 만족도에 미치는 영향에 대해 알아보고자 하였다. 그 결과 수령자의 경우에는 증여자보다 흥분, 짜릿함과 같은 긍정적인 정서를 더욱 높게 느끼고, 친밀도에 상관없이 높은 선물 만족도를 느꼈으나 증여자의 경우, 친밀도에 따라서 선물 만족도가 달라지는 것을 발견할 수 있었다. 본 연구는 점점 성장하고 있는 모바일 시장에서 이루어지는 새로운 선물 증여행위에 대한 심리적 고찰과 동시에 역할 및 친밀도에 따른 소비자의 만족도를 알아봄으로써 새로운 선물 시장에 실무적 함의를 제시할 수 있으리라 기대한다.

• 복식문화연구
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• 제8권3호
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• pp.450-459
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• 2000

The purpose of this study was to test the effect of the clothing purchasing situation on the preceived risk and information search behavior. Data were obtained from 369 students who were studying in Semyung University. The results of this study were as follows : 1. Students gave the clothing to their favorites as a gift 1 to 2 times in a year. And they thought self using purchasing was more important than gift giving purchasing. 2. In gift giving purchasing, perceived risks were higher than self using purchasing. But the economic risk was the exception. In that case, students showed more information search behavior except family search source. 3. According to the situation, main and interactive effect of sex and involvement level on perceived risk and information search behavior were significant. In self using purchasing, involvement level had the main effect to the type of information search behavior. But the family search source was the exception Also in gift giving purchasing, they showed the same results. In self using purchasing, main effects of sex and involvement level on perceived risk were significant. Also in gift giving purchasing, they showed the same results, but the socio-psychological risk was the exception.

• 비교문화연구
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• 제30권
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• pp.31-51
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• 2013

In this paper, I approach corporate social responsibility as a discourse metadiscursively shaping the social relationship between corporations and society. Using a discourse-centered approach to culture, I examine how early discussions (involving legal disputes) on the rights of corporations to give evolved into a public sphere discussion as to how corporations can be viewed and redefined as social actors with capabilities to perform socially meaning actions, which here is "responsibility." I discuss how corporate social responsibility currently operates as a metadiscourse of corporate personhood, ethics, and corporate citizenship. Then, using insights from Mauss, I analyze how corporate social responsibility might be comparable to a Maussian gift exchange. Corporate social responsibility actions that are performed, indeed, are gift exchanges in that they involve the ideology of the free gift and the implicit expectation of a return to the giver. In the meantime, I argue, that in the case of corporate social responsibility, it is not the act of giving gifts (e.g., grants) that can lead to social alliances but rather the talk of gift giving, a departure from the ceremonial gift exchanges observed by Mauss. That is, here, the talk of giving shapes social alliances, thus displacing this function from the act of giving itself. The PR strategies deploy talk of the gift as a metapragmatic strategy, inviting various forms of role alignment on the part of diverse, potential and actual, participants, in a framework of corporate-sponsored gift exchange in which potential recipients compete, again at the level of metapragmatic description, to become the chosen gift recipient.

• 한국IT서비스학회지
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• 제14권1호
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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.

• International Journal of Human Ecology
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• 제9권2호
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• pp.67-75
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• 2008

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.

• 유통과학연구
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• 제18권1호
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• pp.95-105
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• 2020

Purpose: Will more expensive gifts be more pleasurable and appreciated? This is a general expectation of gift-givers. According to the previous study on Americans (Flynn and Adams 2009), recipients tend to appreciate gifts regardless of their price. It indicates that there is an interaction effect between position (giving / receiving) and gift price. This study expands the previous study and aims to answer the following two questions: "Are such an interaction effect observed in Korean, too?" and "What types of people prefer expensive gifts?" Research design, data, and methodology: Study 1 of the current research repeated the Study 3 of Flynn and Adams (2009), with an iPod (high-priced gift condition) and a music CD (low-priced gift condition). That is, a 2 (gift price: high / low) x 2 (position: giver / receiver) between-group design was used. Study 2 used gift certificates of 100,000 won (high-priced gift condition) and 5,000-won gift (low-priced gift condition). Unlike the previous study that measured only one dependent variable (gratitude), this study added five more dependent variables in an attempt to exclude alternative explanations, such as endowment effects or emotional conflicts. This study also measured individualism / collectivism, face sensitivity, and materialism to explore the types of people who prefer expensive gifts. Results: The interaction effect between gift price and position on the level of appreciation was not significant. Meanwhile the main effect of gift price and of position were significant. The gift-recipient was more appreciative than the gift-givers' expectation regardless of the price of gifts. To investigate individual differences, individualism/collectivism, face sensitivity, and materialism were examined, but none of these variables were significantly related to the preference for expensive gifts. Respondents who received gift certificates in Study 2 were less grateful than those who received iPods or music CDs in Study 1. Conclusions: This study found that Koreans tend to be more grateful if they receive expensive gifts, in contrast to the Flynn and Adams (2009)'s study with Americans. In addition, gift-recipients appreciated more than givers' expectation and were more grateful when they received tangible products rather than gift certificates.

• 디지털융복합연구
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• 제20권2호
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• pp.117-125
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• 2022

본 연구는 소비자의 과시적 소비성향과 인상관리 수준이 모바일 선물하기에서 쾌락재와 실용재 간의 선택에 어떠한 영향을 미치는지 확인함으로써 모바일 메신저 선물하기에서 제품 마케팅에 대한 전략적 제안을 제시하고자 하였다. 온라인 설문조사를 통해 자료를 수집하고 SPSS 23.0을 이용하여 로지스틱 회귀분석을 실시한 결과, 과시적 소비성향이 높은 사람들은 인상관리 수준에 관계없이 모바일 선물에서 실용재보다 쾌락재를 더 많이 선택하였다. 한편 과시적 소비를 하지 않는 사람들은 인상관리 수준이 낮을 때에는 모바일 선물에서 쾌락재보다 실용재를 더 선택한 반면 인상관리 수준이 높을 때에는 실용재와 쾌락재 간 선택에 차이가 없었다. 모바일 선물 제품, 특히 쾌락재 마케팅에서 소비자의 과시적 소비성향과 인상관리를 고려한 전략을 이용하는 것은 도움이 될 것이다. 광고는 소비자의 인정 욕구나 과시 욕구를 이용하여 소구할 수 있다. 나아가, 연령대를 확장하고 선물행동에 영향을 미치는 다른 요소들을 고려하여 추후 연구를 진행할 수 있다.

• 한국의류학회지
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• 제30권12호
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• pp.1759-1767
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• 2006

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.

• Asia Marketing Journal
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• 제25권3호
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• pp.160-172
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• 2023

This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for leveraging this behavior.

• 비교문화연구
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• 제52권
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• pp.1-29
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• 2018

'선물'은 서양 문화의 이해에서 핵심적인 코드 중 하나이다. 이 글에서는 선물에 대한 연구에서 혁혁한 업적을 남긴 모스, 데리다, 리쾨르의 선물론을 비교, 분석함으로써, 선물 자체에 대한 이해와 이 개념과 밀접하게 관련이 있는 '용서' 개념의 이해를 위한 초석을 놓고자 한다. 모스에 따르면 선물은 없다. 선물은 주는 것, 받는 것, 갚는 것이라는 세 가지 의무의 지배를 받는 경제적 교환으로 이해된다. 다만 모스는 주는 것이 의무라는 점에 주목하면서 도덕 정립의 가능성을 제시한다. 데리다는 이론적으로 선물 이해의 폭을 최대한 확장시키고 있다. '시간'이라는 요소에 주목하면서 선물은 찰나적으로만 존재하고, 시간이 지나면 결국 경제적 교환이 되고 만다는 점, 곧 선물의 아포리아를 지적한다. 리쾨르는 선물 개념에 적용되는 등가성의 논리와 이를 바탕으로 이루어지는 '정의'를 벗어나 넘침의 논리에 입각한 '사랑'과 '초윤리' 정립의 가능성을 제시한다. 리쾨르는 또한 이런 선물 개념을 토대로 '용서' 개념을 제시함으로써 다수의 인간들이 살아가고 있는 이 세상에서 윤리가 힘을 얻고, 도덕과 인간성이 회복되는 사회를 지향하는 기획에의 동참을 촉구하고 있다.