| Summary: | 碩士 === 東吳大學 === 企業管理學系 === 103 === Have you ever bought something for yourself? It’s meaningful not only the goods but also the gift. The self-giving is also appeared in sociology and consumer research,. The study research has focused on self-gifts and on the process of self-giving. Everyone have unique cognitive, emotional, and social characteristics compared to other people. Frequently, people purchase something they needs and buy their wants to give as a present for oneself. While all seem to agree that means to reward or to therapy, opinions differ as to try to please other people. Products or service can be consumed for the purposed of enhancing self-attractiveness. The last few years have seen a great deal of work on gift-giving behavior. Some scholars have to consider a gift is a product or a service, given by an individual or a group to another during a ceremony. There has been an increasing interest in the relationship between self-giving and consumer behavior.
In the gift-giving studies, self-giving has become fashionable in consumer behavior research. In our life there are full of information around us. For marketing managers and advertisers, it is always be an important issue to choose what kind of messages should they use to present to enhance the communications with customers. From above, the purpose of this article is to explore the relationships among ad. demands of self-giving and purchasing intention. We begin this article with a review of relevant literature and develop the hypotheses on the basis of the literature. Then, we test the hypotheses through an experiment design. Data will be collected via questionnaire and tested by statistical analysis
The study concluded the following results. In working situation, the therapeutic demands is higher than reward demands. If we through the ad., the prevention focus will be arise the purchasing intention because of the therapeutic ad.
The marketing communications, our results indicate that they should use different kind of advertisements for different people to influence their attitude.
|
|---|
