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研究生: ANISA LARASATI
ANISA LARASATI
論文名稱: 以送禮者或收禮者為中心的禮物: 自我建構的角色
GIVER-CENTRIC OR RECIPIENT-CENTRIC GIFTS: THE ROLE OF SELF-CONSTRUAL
指導教授: 葉明義
Ming-Yih Yeh
口試委員: 林孟彥
Meng-Yen Lin
吳克振
Cou-Chen Wu
鄭仁偉
Jen-Wei Cheng
黃崇興
Chung-Hsing Huang
李永輝
Yung-Hui Lee
學位類別: 博士
Doctor
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2020
畢業學年度: 108
語文別: 英文
論文頁數: 94
中文關鍵詞: 自我建構禮物以送禮者為中心以收禮者為中心
外文關鍵詞: Gift, Giver-centric, Recipient-centric
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摘要 i ABSTRACT ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF FIGURES vi CHAPTER I INTRODUCTION 1 CHAPTER II LITERATURE REVIEW 5 Gift-Giving 5 Components of gift 5 Gift-Giving Process 7 Self-Construal 13 Theories of Self-Construal 13 Self-Construal in Decision Making 17 CHAPTER III HYPOTHESES 19 Self-Construal and Gift-Giving from Givers’ Point of View 19 Tie Strength 20 Motivation 22 Self-Construal and Gift-Giving from Recipients’ Point of View 24 Thoughtfulness 26 Solicited Gifts 27 CHAPTER IV STUDIES 30 Study 1A: Givers’ Purchase Intention 30 Method 30 Results 30 Discussion 32 Study 1B: Givers’ Choice 33 Method 33 Results 34 Discussion 35 Study 2A: Givers’ Purchase Intention for Close Friends 36 Method 36 Results 36 Discussion 39 Study 2B: Givers’ Choice for Close Friends 39 Method 39 Results 40 Discussion 41 Study 3: Givers’ Purchase Intention with Motivation 41 Method 41 Results 42 Discussion 48 Study 4: Recipients’ Preference 49 Method 49 Results 50 Discussion 53 Study 5: Recipients’ Preference for Solicited Gifts 54 Method 54 Results 55 Discussion 61 CHAPTER V SUMMARY AND CONCLUSION 63 REFERENCE 68 APPENDIX 1 SELF-CONSTRUAL SCALE 83 APPENDIX 2 TIE STRENGTH MANIPULATION CHECK QUESTIONS 84 APPENDIX 3 MOTIVATION SCALE 85 APPENDIX 4 THOUGHTFULLNESS SCALE 86

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