• 가족자원경영과 정책
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• 제6권2호
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• pp.31-52
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• 2002

This study classified consumers' behaviors of purchasing gifts, divided groups by the types of similar behaviors, and examined impacts of demographic variables, relevant variables in purchasing processes on those behaviors. Findings of this study can be summarized as follows. First, factors explaining consumers' behaviors of purchasing gifts were the tendency of demonstrative purchase, the level of placing values to the meaning of gifts, the level of altruism and rationality in the purchase of gifts, and the tendency of impulsive purchase. On the basis of these five factors, five distinct consumer groups showing similar behaviors of purchasing gifts based on the results of Cluster analysis were identified. Those groups were impulsiveㆍdemonstrative groups, impulsiveㆍnon-sincere groups, indifferent groups, non-impulsiveㆍdemonstrative groups, non-altruistic'ㆍrational groups, sincere groups, and altruisticㆍrational groups. Second, behaviors of purchasing gifts showed significant differences depending on gender, educational levels, occupational types, and women's employment status. Consumers with high education, professional occupation, high income tended to show the demonstrative purchase. Male consumers were not interested in the purchases of gifts and placed high values on the meanings of gifts. In contrast, female consumers showed rational behavior, but revealed the tendency of demonstrative in the purchase of gifts as well. Finally, behaviors of purchasing gifts were also different depending on the method of gathering consumer information, places of purchasing gifts, experiences of ordering paid wrapping gifts and the relevant costs, consumers' evaluations of the purchases of gifts, and degrees of satisfaction after the purchase of gifts. Impulsive'ㆍdemonstrative groups and non-impulsive'ㆍ demonstrative groups preferred departments as places of purchasing gifts and choose ordering paid wrapping gifts but showed dissatisfactions after purchases of gifts. Consumers who belongs to non-altruistic'ㆍrational groups, sincere groups, and altruistic'ㆍ rational groups tended to prefer local stores in their own villages as places of purchasing gifts and did not order paid wrapping gifts while showing high after the purchase of gifts.

• 디자인학연구
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• 제17권3호
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• pp.393-402
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• 2004

프뢰벨이 1837에 창안한 은물(Gifts)은 유아교구에서 구체적이고 체계적인 놀이감을 이용한 최초의 교수매체였다. 프뢰벨이 은물의 형태에서 제시하고 있는 육면체, 원기둥, 구의 형태와 점선면의 개념, 그리고 6개 색채 등의 조형적 개념은 근대디자인에서 시각적 조형요소의 기초를 이루게 된다. 그러나 프뢰벨 유아교육사상을 현실적으로 교육현장에 적용하기 위하여 제시된 교육적 놀이감인 은물교구에 대한 디자인적 고찰과 분석은 거의 이루어지고 있지 않은 실정이다. 본 연구에서는 프뢰벨 은물에 대한 시각적 조형성을 분석하여 봄으로써 프뢰벨 교육사상이 은물의 조형적인 형태생성에 끼친 구조적 원리를 고찰하고자 한다. 따라서 은물이 가지고 있는 조형원리에 대한 분석을 통하여 추상적이고 철학적인 사상체계가 시각적으로 어떻게 형태에 적용되었는지를 연구하였다. 본 연구는 은물교구에서 제시되고 있는 조형성에 대한 탐색적 고찰로서, 기하조형에 대한 형태생성원리의 연구이며, 그에 대한 영향력과 유아교구의 조형성에 대한 문제점을 디자인적 시각에서 분석하여 본 것이다.

• 한국실내디자인학회논문집
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• 제31호
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• pp.12-18
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• 2002

This study was performed to construct the spatial systems and shape grammars in architecture based on Froebel's educational idea and building gifts. Especially, it studies on the geometrical principles of Froebel's building gifts and it's types, and then illustrates applied examples about design vocabularies, spatial relations and shape rules of the spatial systems and shape grammars in architecture. The conclusions of this study that starts these purpose are as follows. First, Froebel's educational theory is based on principles and rules which are perceived through the observation of nature, and Froebel's kindergarten method consists of geometrical building gifts and categories of geometrical forms. Second, the characteristics of Froebel's building gifts are mathematical size, proportion, symmetry and the rules of spatial relation. Third, the development to the construction of spatial systems and shape grammars in architecture focus on the vocabularies of architectural elements, and Froebel's building gifts are used for illustration of examples in these formula.

• 복식문화연구
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• 제25권2호
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• pp.159-174
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• 2017

The study uses lists of wedding gifts used from old Korean documents written in Hangeul in the western Gyungnam province during the 20th century. The study analyzed four lists of wedding gifts from the Muncheongak archive and two lists from the archive of ancient document. This analysis found that clothing accounts for the majority of the items in the lists, and items such as furniture, jewelry, household goods, and medical materials were also recorded. That the furnishings were commonly prepared by the groom's side, and the fact that the number of jeogori was higher than the number of skirt, speaks to the unique wedding custom of Gyeongsang province. While the groom's list of wedding gifts included a record of the bride's ornaments, jewelry, and furnishings in the bride's list, the groom's nickel top-knot pin was only included as an ornament. In the list of wedding gifts between brothers, the gifts for the eldest son differed from those for the third son in terms of number and price. The list of wedding gifts between father and son illustrates how economic development and changing times wedding custom. The lists of wedding gifts in the old Korean documents shed light on the oral research into 20th century wedding custom, which will be used as basic data in researching and reproducting the wedding culture and life conditions of the time.

• 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.

• 대한가정학회지
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• 제30권3호
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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.

• 복식문화연구
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• 제28권1호
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• pp.76-95
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• 2020

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer's response were shown to be different. The findings of this study infer various academic and practical applications.

• 경영과학
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• 제31권4호
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• pp.75-92
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• 2014

Broadcast-telecommunication bundling services provide customized services and reduce household telecommunication costs, contributing to the improvement of users' welfare. However, following the recent fierce competition of broadcast-telecommunication providers, the Korea Communications Commission, an organization that regulates promotional gifts and fee-reduction benefits to attract subscribers, has imposed a series of regulations. The excessive offering of promotional gifts can distort fair market competition and damage users. Yet if all bundling services are regulated uniformly, some benefits for users may be reduced, and the autonomous marketing competition of service providers may be restricted, thereby shrinking the entire communications market. Therefore, this study attempts to investigate domestic and foreign regulations on promotional gifts and other offerings related to broadcast-telecommunication bundling services, to analyze problems with respect to the current regulations and to propose an improvement plan. The study asserts that it is necessary to improve the violation decision criteria of the Korea Communications Commission and its regulations on broadcast-telecommunication service providers' promotional gifts in order to regulate the bundling services reasonably. In addition, it proposes a proper regulation of the OTS(Olleh TV Skylife) product, a new service emerging in the evolution of the bundling service type.

• 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.

• 한국언론정보학보
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• 제37권
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• pp.270-306
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• 2007

이 연구는 인쇄신문시장의 성장 지체 속에서 상위 지배기업들의 대표적인 발행부수 확보 경쟁인 무가지와 경품의 지속 원리가 무엇인지 분석하고 있다. 과열 경품 경쟁은 불공정거래라는 비판과 신문판매고시 위반으로 과징금 부과 등의 규제가 따르고 있다. 개별 기업에게도 고비용 경쟁의 부담이 지속되는 가운데 결과에서 얻는 이익이 크지 않다. 그럼에도 불구하고, 과열 경품 경쟁은 상대방과 합의할 수 없는 경쟁의 상황에서 선택할 수밖에 없는 우월 전략이자 합리적 선택에 해당한다. 지배기업이 경품 지속의 주도성을 확보하고 있으나 경품 경쟁은 다자간의 동의 속에서 유지된다. 경품 경제의 메커니즘 내에는 경품의 채택이 지국과 독자, 포괄적으로 광고주 역시 경제적 원리에 따라 유인이 높은 선택 대안이고, 동의하게 되는 이유가 있다. 이러한 경품 지속의 원리와 구조에 대한 분석을 통해 규범적 비판에 대한 논리적 근거로서 경제적 원리와 합리성을 보완해 보고자 하였다. 과열 경품 경쟁의 해법을 위해 이와 관련된 행위자들의 과제가 무엇인지 살펴보기 위한 사전 작업에 해당할 것이다.