Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Gift Giving: The Interaction between Gender, Gift Recipient, and Group Identity Importance by Product Category

선물증여: 선물 품목에 따른 성별, 선물 수령자, 대상 중요도의 상호 관계

  • Jackson Vanessa P. (Dept. of Merchandising, Apparel & Textiles, University of Kentucky) ;
  • Kwon, Hyun-Ju (Dept. of Merchandising, Apparel & Textiles, University of Kentucky)
  • Published : 2006.12.31
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Abstract

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.

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.

Keywords

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