Literature Review of Researches on Consumers Gifts Purchasing Motivation:A Marketing Management Perspective

摘要：

Gift-giving is an old and universal social behavior.The scale of gifts market is very huge in China,and because of the potential application value of gifts purchasing motivation in marketing communication,now it becomes a hot issue.The paper first reviews the extant researches on gifts purchasing motivation,and then comments two mainstream gift-giving motivation theories:reciprocity theory and cultural-value-match theory.The authors also combine marketing practice problems with self-congruity theory and develop mianzi-match theory which supplements the existing gifts purchasing motivation theory.Companies which want to carry out cause-related marketing and explore gift market can get some implications from the theory.

作者: Shi-xiong Liu Er-yue Wei

作者单位: College of Management,Shenzhen University,Shenzhen,Guangdong,P.R.China,518060

会议类型: 国际会议

会议名称: PAN-PACIFIC CONFERENCE XXVI(“战略创新、协作融合泛太平洋管理学会第26届年会)

会议地点: 深圳

会议语种:英文

页码: 377-379

在线出版日期: 2009-06-01（万方平台首次上网日期，不代表论文的发表时间）