Personal values and gift giving act: a proposed connection

The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

• Autores: Cruz Passos, Sérgio; Silva Leite, Ramon; Rezende Pinto, Marcelo de
• Tipo de recurso: Article of investigation
• Fecha de publicación: 2020
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: eng
• OAI Identifier: oai:repository.icesi.edu.co:10906/86954
• Acceso en línea: http://repository.icesi.edu.co/biblioteca_digital/handle/10906/86954; https://doi.org/10.18046/j.estger.2020.155.3539
• Palabra clave: Regalos; Valores personales; Actitudes; Comportamiento del consumidor; Gifts; Christmas; Market surveys; Consumer behavior; Consumers; Social attitudes; Regalos; Valores personales; Actitudes; Comportamiento del consumidor; Ventas comerciales; Consumidores; Navidad; Modelo; Influencia; Valores personales; Género; Encuesta; Comportamientos; Donaciones; Navidad; Análisis de mercadeo; Comportamiento del consumidor; Consumidores; Actitudes sociales; http://id.loc.gov/authorities/subjects/sh85054894; http://id.loc.gov/authorities/subjects/sh85025303; http://id.loc.gov/authorities/subjects/sh85081331; http://id.loc.gov/authorities/subjects/sh87006429; http://id.loc.gov/authorities/subjects/sh85031491; http://id.loc.gov/authorities/subjects/sh2002006216; Análisis de datos; Data analysis; Especie humana; Human species; Encuesta; Surveys; Psicología social; Social psychology; Estudio de mercado; Market research; http://vocabularies.unesco.org/thesaurus/concept2214; http://vocabularies.unesco.org/thesaurus/concept4084; http://vocabularies.unesco.org/thesaurus/concept7393; http://vocabularies.unesco.org/thesaurus/concept377; http://vocabularies.unesco.org/thesaurus/concept3325; Análisis de datos; Analysis of data; Consumidores; Consumers; Conducta humana; Human conduct; Actitudes; Attitudes; Mercadeo; Marketing; Análisis de datos; Analysis of data; Donaciones; Gifts; Actitudes; Attitudes; Consumidores; Consumers; Estudios de mercado; Market studies; M31 Marketing; D11 Consumer Economics; D91 Role and effects of psychological, emotional, social, and cognitive factors on decision making
• Rights: openAccess
• License: Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)