The Research Of Gift-giving Behavior Which Based On The Perspective Of Interpersonal

With the rapid development of society, the interaction between people becomes more andmore frequent. Gift-giving behavior in the process of interpersonal interaction would play anincreasingly important role. So far, there are a lot of literatures and research study aboutinterpersonal relationship, and also certain studies pay attention to gift-giving behavior, butfew studies refer to both of the aspects. While, influenced by the Confucian thought for twothousand years, Chinese people forming an important cultural concept which is courtesy callsfor reciprocity. So under the view of interpersonal relationships to study gift-giving behavioris particularly important.The thesis combines the theoretical research and empirical research together. With theinstruction of interpersonal relationship theory and gift-giving behavior theory, this thesissystematically analyses the compositions of interpersonal relationship and the factors thatinfluence of gift-giving behavior. And according to the analysis, the concept model of theinfluence of interpersonal relationships to the gift-giving behavior process is built. On thebasis of literature review, the thesis made a questionnaire and460consumers are invited assubjects. And the data got from354valid questionnaires are analyzed and testified via SPSSsoftware and Lisrel software.The thesis firstly introduces the relevant theories of interpersonal relationship and theclassification of interpersonal relationships, and then summarizes the main factors that affectgift-giving behavior. Interpersonal relationships here are divided into three categories whichare blood relationship, industry marginal relationships and geopolitical relations. The factorsthat affecting the gift-giving are measured from the following aspects: quality, brandinformation, price, and time. Thirdly, on the basis of studying the influence mechanism of different relationship background on gift-giving behavior, the author puts forward thehypothesis and built the structure model.; Fourthly, the data is collected via a questionnaireand then which is analyzed by SPSS software and Lisrel software. The validity of the model isalso being testified via analyzed. At last, management suggestions are put forward based onthe findings.Study found that blood relationship has a positive impact on quality, brand information,price, and time, industry margin relationships have a positive influence on information, brandand price and geographical relations has a positive influence on information, brand and price.And the differences showed from consumers can be summarized as following: In order tostrengthen or maintain the relationship, the consumers would choose practicability as astandard to express their kindness, which mainly reflected in the attention to the quality andalso the compromise of the brands and prices. They always trend to use a lower priceexchange for a maximum face and which is particularly obvious in blood relationships. While,in order to get their own interests to achieve the purpose of "resource exchange", consumersare inclined to choose the brand as the standard and which inflected in the pursuit of highbrand grades. They always tend to use the higher price to gain the biggest returns and which isparticularly obvious in industry margin relationships. Geographical relations have no distincteffect on time and which shows that it is not sensitive to time.Geographical relations have a significant influence on the quality but not a positiveinfluence, and industry margin relationships have a significant influence on time but not apositive influence. These phenomena show that in addition to the influence of geographicalrelations, quality is also being influenced by other factors, and in addition to the influence ofindustry marginal relationships, time is also being influenced by other factors. Because theblood relationship, industry marginal relationships and geographical relationship cannot becompletely independent, and they must have overlapped part, which needs to be further studyother scholars further study and we would not make a detailed analysis in this paper.