Give Myself,or Give Your Love?A Study Of The Influence Of Relationship Factors On Gift Appreciation In Gift Giving

Gift giving is a traditional and ancient social behavior,to establish,maintain and enhance interpersonal relationships.With the rapid development of society,interpersonal relationship is more and more frequence,and the present as the medium of communication plays an important role.A gift can play its value,promote interpersonal relationships,mainly depends on the evaluation to gift recipient.Recipient of gifts are satisfied,then determines the gift-giving effect is good or bad.Therefore,study of factors affecting recipient satisfaction is very important.Early scholars believe that giving gifts should be the mood,giving and receiving gifts people will increase the self-image that match the gift recipient satisfaction;However,in recent years,some scholars found that in relationships,when present image consistent with the giver interest,hobbies,etc,recipient satisfaction will increase.In general,a gift can often be the giver and recipient characteristics,when the two characteristics exist at the same time how to influence the recipient satisfaction,none has focused on this problem.This article applies the method of empirical research,based on the theory of close relationship theory and depend on each other,and to explore the factors that influence the recipient appreciation self-image is constructed theoretical model of the impact of appreciation with gifts.On the basis of literature review,combined with domestic and foreign mature scale,after valentine's day of 150(300)couples research,and using SPSS software to analyze 192 valid questionnaire responses received.This article first introduces the concept of self image,product image,expounds the correlation of the two,second to the present image and image matching to the present satisfaction is described,the influence of the last in a relationship on the basis of the theory and the theory of interdependence,with intimate degree and dependence degree as a moderator variable,explore its effect on the relationship between independent variable and dependent variable.Studies have found that the degree of match gift image and self-image,important,satisfied with the present as a gift with the match the recipient,recipient satisfaction is higher.After joining regulating variable,couples both the higher the degree of intimacy,enhanced gift matching with the giver of gifts satisfactory effect,and less satisfied with the gift of gifts and gift recipient matching;When higher than a gift recipient dependence,enhance gifts and satisfied with the gift giver matching degree and the effect of weakening gift matching with recipient's impact on satisfaction with gifts.