선물제공상황에서 제품가치와 브랜드가치가 수혜자의 정서적 반응에 미치는 영향

Abstract

Giving and receiving a gift is a familiar ritual of consumption that happens in all societies. As gift-giving behavior occurs more frequently for diverse purposes with larger effects on the economy, the significance of gift-giving situations has become greater for firms and consumers. Most previous studies of gift-giving behavior have been conducted with a focus on the giver, namely, the effects of the motivation of gift purchase or the types of gift on gift purchase intent. However, the ad message aims at the recipient, who actually uses the gift received and shows subsequent behavior. Therefore, it has been suggested that research on gift giving be carried out focusing on the perspectives of the recipient. In addition, the giver delivers a lot of messages through the gift, such as appreciation, a request, maintenance of relationship, etc. Since a gift may incorporates such diverse values, it is necessary to explore those values of a gift. Moreover, the value of a gift can be interpreted differently according to the relationship with the giver, such as the level of closeness, trust, etc., The purpose of the current study was to investigate these variables of a gift. To this end, the current study focused on the recipients of a gift, attempting to measure the value of a gift that they perceive on the product (economic value, functional value, social value, expressive value, symbolic value, and relative value) and the brand (emotional value, social value, and functional value) and to investigate the effects of these characteristics on the recipient's emotional responses, namely, satisfaction and pleasure. The study also looked into the effect of the emotional responses to the perceived gift value on intention to give in return. Furthermore, the study explored the effect of the relational tie between the giver and the recipient as a moderating variable in a gift-giving situation on the intention to give in return. The results of the study were as follows. First, of the product values, social value, which is a practical aspect, significantly affected pleasure, but economic value or functional value did not. In addition, economic value and social value showed a significant effect on satisfaction, but functional value did not. Of the product values, relative value significantly affected pleasure, but expressive value or symbolic value did not. Moreover, symbolic value and relative value showed a significant effect on satisfaction, but expressive value did not. Of the brand values, emotional value and functional value had a positive effect on pleasure and satisfaction, but social value did not show a significant effect on pleasure or satisfaction. Second, pleasure and satisfaction were shown to have a positive effect on the intention to give in return. As to the effect of relational tie, a moderating effect was found among pleasure, satisfaction, and the intention to give in return. The results of the study indicate the effects of gift values perceived by the recipient on emotional responses and subsequent behaviors. Based on the results of the study the following implications are suggested. First, in a gift-giving situation the value of a present perceived by the gift recipient should be divided into product values and brand values to explore their relative effects. The effect of perceived values on pleasure, satisfaction, and intention to give return in a general product purchase situation can be different from that in a gift-giving situation. Even with the same evaluation of a product, purchase motivation can be different when the customer buys the product for himself or herself from when he or she buys it for somebody else with a particular intent, such as to prepress appreciation, to maintain a relationship, etc. Therefore, further research should be conducted on various variables that can influence purchase intent and intention to give in return in a gift-giving situation. Second, the results of the study showed that relational tie positively influenced the effect of emotional response on active subsequent behavior in the cognition-response-behavior mechanism for a gift. The results imply that if a child gives his or her parents a very small or economically low valued present such as a stone or a picture, the parents can feel even greater pleasure and satisfaction out of their closeness with the child, the giver, which leads to an intention to give the child something in return. The findings of the study suggest to the firms that want to increase sales from gift purchases that they should promote differentiated aspects of a product for a gift, for example, stressing the special characteristics of the product in a gift-giving context, appealing to the buyers with emphasis on the potential satisfaction of the recipient, etc. In addition, by establishing gift-giving processes focusing on the recipient, which has been neglected, more values can be found that can satisfy both the giver and the recipient.