How gift-giving motivation and metacognition of gift-giving planning influence gift-giving decision-making for general social gift-giving
| Autor: | Yuan-Hsiang Chang, 張遠翔 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 The aim of this study is to investigate how gift-giving motivation and metacognition of gift-giving planning influence gift-giving decision-making of consumers for general social gift-giving. The research evaluates the effect of different gift-giving motivations and planning metacognitions on gift-giving decision based on questionnaire survey. We collected 257 effective questionnaire and analyzed the data by structural equation modeling. The result demonstrates that obligatory and voluntary gift-giving motivations have impact on metacognition of internal/external information collecting as well as in economic, social, cultural, and interactive aspects. Metacognition of internal information collecting has positive effect on the particularity of object selection for gift-giving while metacognition of external information collecting positively affects brand selection. Economic metacognition has positive effect on object selection regarding practicality. Social metacognition has positive effect on purpose- and practicality- oriented object selection for gift-giving whereas it imposes negative effect on the particularity. Cultural metacognition positively affects routine gift-giving. Interactive metacognition has positive impact on purpose-oriented planning of gift-giving. In conclusion, this study confirmed critical intermediate role of metacognition of gift-giving planning in gift-giving decision and provided references for the interpretation of our findings in this research. Keyword: general social gift-giving、gift-giving motivation、metacognition、gift-giving decision |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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