ConsumerSocializationoftheyouthsingift-giving

• Main Authors: Li-Chun Huang, 黃麗君
• Other Authors: 何雍慶
• Format: Others
• Language: en_US
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/49822416073676603922

碩士 === 國立中正大學 === 企業管理研究所 === 91 === This study examines the consumer behaviors in gift-giving with the measurement model of consumer socialization. Our focus in on the developmental sequence characterizing the growth of consumers' knowledge, value and skill in gift-giving as they grow throughout the life stages of childhood, adolescence, and maturity. Results analyzed with Duncan's multiple comparison explore the major changes in the characteristics of consumer knowledge, value and skill in gift-giving from stage to stage as consumers grow to maturity. Our hypotheses to peers and parents as the socialization agents of gift-giving are also approved with multiple regression analysis. At the end the implication are drawn for the future theoretical and empirical studies in the field of gift-giving. Benefits contributed to the empirical commercial practice are also brought to light.