• Journal of Distribution Science
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• v.18 no.3
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• pp.99-106
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• 2020

Purpose: The purpose of this study is to investigate the influence of perceived risk and psychological distance on purchase intention when purchasing a gift. It focuses on social distances and temporal distances, and aims to identify the interactions between these psychological distances and perceived risk. Data were collected through experiments. Research design, data and methodology: The experiment was carried out through the design of 2 (perceived risk: high/low) × 2 (social distance: far / near) × 2 (temporal distance: far / near) between-subjects design. Participants were 241 undergraduates from two universities in Chungnam and Gangwon, and randomly assigned to one of eight groups. Results: It was confirmed that there is a difference in purchase intention according to the risk perceived by consumers when purchasing a gift. In particular, the difference in purchase intention based on the risk perceived by the buyer was found to be greater as the social distance between the gift giver and the recipient is shorter. In addition, it was confirmed that the intention to purchase a gift was simultaneously influenced by three factors: social distance, perceived risk, and time remaining to purchase a gift. In other words, when both temporal distance and social distance were short, the difference in purchase intention according to perceived risk was greatest. Conclusions: The purpose of this study was to examine how the relationship between perceived risk and purchase intention when purchasing a gift varies with psychological distance. This study found that the closer the relationship between the gift purchaser and the beneficiary and the shorter the time remaining before the gift purchase, the greater the difference in the willingness to purchase due to the perceptual risk. In practice, the results of this study can be used to establish sales promotion strategies for various gift products. Above all, the closer the relationship between the gift buyer and the person receiving the gift, the more differentially there should be a guarantee program that can reduce or eliminate the risk perceived by the buyer. There is also a need to use step-by-step product recommendation programs that can reduce perceptual risk depending on the time remaining until a particular season, such as graduation or Christmas.

• 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.

• Journal of the Korean Society of Food Culture
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• v.35 no.2
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• pp.167-172
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• 2020

This study was conducted to identify the choice attributes in the purchase of chocolate and to identify differences between the choices, by considering the purpose of purchase being self-gift or interpersonal gift. The preferred optional attributes considered and assessed were capacity, package, product composition, brand reputation, and sensuality. The survey included customers who purchased chocolates from June 1, 2017 to August 31, 2017. T-test was applied to verify the difference in optional attributes depending on the purpose of purchase. Our results indicate that people consider packages, product composition, and reputation for interpersonal gifts, and that Valentine's Day purchases are frequently for themselves and others' gifts. Our results will help to identify chocolate consumption behavior, and will facilitate in establishing chocolate product composition and development as well as brand positioning strategies, through factors affecting preferences based on the purpose of purchase.

• Journal of Fashion Business
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• v.27 no.6
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• pp.110-123
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• 2023

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.

• Journal of the Korean Society of Costume
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• v.27
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• pp.133-146
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• 1996

Gift-giving is a universal behavior that still awaits satisfactory interpretation by social scientists. Gift are generally given to others in order to symbolize and celebrate important life events and family relationships. I also paper that by means of the selection and tranceference of gifts on these occasions im-portant symbolic messages are ocnveyed be-tween the giver and the recipient. Especially it suggested that gift-giving in the family can be interpreted as a means for socialization of its members Although clothing has been reported to be a frequently-given gift in sev-eral countries little is known about clothing gifts. This paper presents a paradigm for the clothing gift-giving process. Components of the clothing gift-giving process. Components of the clothing gift-giving are givers gifts recipients and situations involved. The para-digm consists of four stages : prepurchase purchase presentation and postpresentation. Theoretical and methodological issues in cloth-ing gift-giving research will be suggested and should be tested empirically.

• International Journal of Human Ecology
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• v.9 no.2
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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.

• Culinary science and hospitality research
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• v.19 no.3
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• pp.57-72
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• 2013

This study carried out an empirical analysis on the long-term effects of a marketing communication strategy used as a means of promotion(advertisement, free gift) of Christmas cake despite its high costs. Such verification results were considered to provide as important core elements for successful management in the bakery industry. By utilizing SPSS and AMOS, exploratory factor analysis(EFA) and confirmatory factor analysis(CFA) were conducted for the validity of the measurement items, and Structural Equation Model(SEM) was performed to verify the hypothesis. The analysis result is as follows. First, advertisement attribute(${\beta}$=0.269, t=4.512, p,<0.001) and free gift attitude(${\beta}$=0.293, t=5.043, p<0.001) had a positive influence on trust. Second, trust had a positive influence on purchase intention(${\beta}$=0.513, t=8.677, p<0.001). Third, advertisement attribute(${\beta}$=0.104, t=1.966, p,<0.05) and free gift attitude(${\beta}$=0.204, t=3.817, p<0.001) had a positive influence on purchase intention. Lastly, advertisement attitude appeared different by advertisement types(actors and animation), and ads with an actor were evaluated high than animation ads. Also, gift attitude appeared different by gift types(speaker doll/character hat and turtleneck muffler), and a turtleneck muffler was evaluated high than a speaker doll or a character hat.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.4
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• pp.666-677
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• 2009

The purpose of this study was to analyze market opportunities for Korean image fashion products, focusing on adolescents. In other words, preference, purchase intention and gift intention of adolescents on Korean image fashion products were analyzed. For this study, four stimuli which reflect Korean image were chosen. We measured design evaluation and adolescent fashion innovativeness. The subjects for this study were 219 high school students. The data were analyzed by descriptive statistics, ANOVA, Duncan test, cross-tabulation, correlation analysis, multiple regression. The more innovative the subject is, the higher the clothing purchase frequency and the purchase price are. Also, high-innovative group showed that they like Korean image fashion products more than low one. Product attributes such as prettiness and newness significantly influenced purchase intention for their own use and for others as a gift. In conclusion, when related marketers and scholars provide Korean image products that target adolescents, they should try to make those products more sophisticated and modern.

• Science of Emotion and Sensibility
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• v.23 no.2
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• pp.89-102
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• 2020

Consumers purchase gifts for themselves and for others. This research examined whether one's preferred purchase type (material or experiential) would depend on the gift recipient (self or others). A total of 200 participants took part in online studies via Amazon Mechanical-Turk. Based on the construal-level theory, people will focus on concrete product attributes for psychologically close objects; however, for psychologically distant objects, people will concentrate on abstract product attributes. Study 1 demonstrated that participants preferred material over experiential purchases in self-gifting situations, while they preferred experiential compared to material gifts for others. In Study 2, it was found that individual differences in emotional disconnection moderated the effect of gift recipient on preferred gift type. Specifically, the differences in preferred gift type increased as one's emotional disconnection level increased. The results of this research have theoretical implications in terms of extending construal-level theory to gift-purchasing behaviors. Furthermore, this research has practical implications for marketers and advertisers. Limitations and possible future research directions were also discussed.

• 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)