题名

Food-Gift Giving in the Chinese Culture - A Perspective from Consumption Values

并列篇名

從消費價值的觀點探討華人的美食禮物贈送之行為

DOI

10.6267/JTLS.202012_26(3).0003

作者

林琳(Lin Lin)；洪士峰(Shih-Feng Hung)；毛佩娟(Pei-Chuan Mao)

关键词

food gifts ； gift-giving behaviors ； consumption values ； Chinese culture ； 美食禮物 ； 禮物贈送行為 ； 消費價值 ； 華人文化

期刊名称

觀光休閒學報

卷期/出版年月

26卷3期（2020 / 12 / 01）

页次

283 - 306

内容语文

英文
中文摘要

Food plays an important role in Chinese gift-giving behaviors because of its particular meanings within the context of Chinese culture. This study investigated the values of food gifts and gift-giving behaviors within the Chinese culture by employing semi-structured interview and grounded theory approach based on the consumption values perspective. Research findings pointed out that food gifts hold functional, social, emotional, epistemic, and conditional values as determined by the gift givers and recipients. Moreover, occasions, purposes of gift-giving, and relationships between givers and recipients all influence the values of food gifts. The present study should benefit not only academia but also food gift practitioners. Research limitations and recommendations are also provided.
英文摘要

由於食物在華人文化中具備特殊的意義，因此食物長久以來在華人的禮物贈送行為中具備著關鍵的地位。本研究從消費價值的觀點，採用半結構式訪談與紮根理論法探究華人文化中的美食禮物的價值與禮物贈送行為。研究結果發現，美食禮物具備功能價值、社交價值、情感價值、知識價值與附加價值。此外，禮物贈送場合、目的、以及禮物給與者和接受者彼此的關係皆會影響美食禮物的價值。最後本研究提供學術貢獻以及實務界實質建議，並且同時指出研究限制與提供未來研究方向。
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. Aknin, L. B.,Human, L. J.(2015).Give a piece of you: Gifts that reflect givers promote closeness.Journal of Experimental Social Psychology,60,8-16.
  2. Antón, C.,Camarero, C.,Gil, F.(2014).The culture of gift giving: What do consumers expect from commercial and personal contexts?.Journal of Consumer Behaviour,13(1),31-41.
  3. Beatty, S. E.,Kahle, L. R.,Homer, P.(1991).Personal values and gift-giving behaviors: A study across cultures.Journal of Business Research,22(2),149-157.
  4. Belk, R. W.(1979).Gift-giving behavior, Research in marketing.Greenwich, CT:JAI Press.
  5. Belk, R. W.(1976).It's the thought that counts: A signed digraph analysis of gift- giving.Journal of Consumer Research,3(3),155-162.
  6. Belk, R. W.,Coon, G. S.(1993).Gift giving as a gapic love: An alternative to the exchange paradigm based on dating experiences.Journal of Consumer Research,20(3),393-417.
  7. Boncinelli, F.,Dominici, A.,Gerini, F.,Marone, E.(2019).Consumers wine preferences according to purchase occasion: Personal consumption and gift- giving.Food Quality and Preference,71,270-278.
  8. Camillo, A. A.(2012).A strategic investigation of the determinants of wine consumption in China.International Journal of Wine Business Research,24(1),68-92.
  9. Chan, A. K.,Denton, L.,Tsang, A. S. L.(2003).The art of gift giving in China.Business Horizons,46,47-52.
  10. Choe, J. Y. J.,Kim, S. S.(2018).Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention.International Journal of Hospitality Management,71,1-10.
  11. D’Souza, C(2003).An inference of gift‐giving within Asian business culture.Asia Pacific Journal of Marketing and Logistics,15(2),27-38.
  12. Fan, Y.(2006).Promoting business with corporate gifts-major issues and empirical evidence.Corporate Communications: An International Journal,11(1),43-55.
  13. Feng, H.,Chang, H. C.,Holt, R.(2011).Examining Chinese gift-giving behavior from the politeness theory perspective.Asian Journal of Communication,21(3),301-317.
  14. Fusch, P.,Fusch, G. E.,Ness, L. R.(2018).Denzin’s paradigm shift: Revisiting triangulation in qualitative research.Journal of Social Change,10(1),19-32.
  15. Gao, H.,Huang, S. S.,Brown, G.(2017).The influence of face on Chinese tourists’ gift purchase behaviour: The moderating role of the gift giver–receiver relationship.Tourism Management,62,97-106.
  16. Givi, J.,Galak, J.(2019).Keeping the Joneses from getting ahead in the first place: Envy's influence on gift giving behavior.Journal of Business Research,101,375-388.
  17. heth, J. N.Newman, B. I.,Gross, B. L.(1991).Why we buy what we buy: A theory of consumption values.Journal of Business Research,22(2),159-170.
  18. Hu, H. C. (1944). The Chinese concepts of "face". American Anthropologist, 46(1), 45-64. doi: 10.1525/aa.1944.46.1.02a00040
  19. Hu, X.,Li, L.,Xie, C.,Zhou, J.(2008).The effects of country-of-origin on Chinese consumers' wine purchasing behaviour.Journal of Technology Management in China,3(3),292-306.
  20. Hwang, K. K.(2012).Face and morality in Confucian society.Foundations of Chinese Psychology,265-295.
  21. Jin, H.,Moscardo, G.,Murphy, L.(2020).Exploring Chinese outbound tourist shopping: A social practice framework.Journal of Travel Research,59(1),156-172.
  22. Joy, A.(2001).Gift giving in Hong Kong and the continuum of social ties.Journal of Consumer Research,28(2),239-256.
  23. Ju, Y.(1995).Communicating change in China.Communicating Organizational Change: A Management Perspective,227-249.
  24. Kaur, P.,Dhir, A.,Rajala, R.,Dwivedi, Y.(2018).Why people use online social media brand communities.Online Information Review,42(2),205-221.
  25. Khan, S. N.,Mohsin, M.(2017).The power of emotional value: Exploring the effects of values on green product consumer choice behavior.Journal of Cleaner Production,150,65-74.
  26. Kim, N.,Kim, S.(2019).To whom and when to give: Effects of intimacy and obligation on expressive motives, gift choice, and information search in gift giving.Journal of Consumer Behaviour,18(4),301-312.
  27. Kwek, A.,Lee, Y. S.(2015).How “face” matters: Chinese corporate tourists in Australia.Journal of Travel & Tourism Marketing,32(1-2),120-140.
  28. Lee, H. J.,Yun, Z. S.(2015).Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food.Food Quality and Preference,39,259-267.
  29. Li, J. J.,Su, C.(2007).How face influences consumption.International Journal of Market Research,49(2),237-256.
  30. Li, X. R.,Lai, C.,Harrill, R.,Kline, S.,Wang, L.(2011).When east meets west: An exploratory study on Chinese outbound tourists’ travel expectations.Tourism Management,32(4),741-749.
  31. Lin, L.(2017).Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture.Journal of Tourism and Cultural Change,15(5),439-454.
  32. Lin, L.,Mao, P. C.(2015).Food for memories and culture–A content analysis study of food specialties and souvenirs.Journal of Hospitality and Tourism Management,22,19-29.
  33. Macklin, M.C.,Walker, M.(2015).The joy and irritation of gift giving.Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference,Cham, Switzerland:
  34. Mäntymäki, M.,Salo, J.(2015).Why do teens spend real money in virtual worlds? A consumption values and developmental psychology perspective on virtual consumption.International Journal of Information Management,35(1),124-134.
  35. Millington, A.,Eberhardt, M.,Wilkinson, B.(2005).Gift giving, guanxi and illicit payments in buyer–supplier relations in China: Analysing the experience of UK companies.Journal of Business Ethics,57(3),255-268.
  36. Mohr, L. A.,Webb, D. J.,Harris, K. E.(2001).Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior.Journal of Consumer affairs,35(1),45-72.
  37. Peck, J.,Childers, T. L.(2006).If I touch it I have to have it: Individual and environmental influences on impulse purchasing.Journal of Business Research,59(6),765-769.
  38. Perrea, T.,Grunert, K. G.,Krystallis, A.(2015).Consumer value perceptions of food products from emerging processing technologies: A cross-cultural exploration.Food Quality and Preference,39,95-108.
  39. Pillai, R. G.,Krishnakumar, S.(2019).Elucidating the emotional and relational aspects of gift giving.Journal of Business Research,101,194-202.
  40. Qian, W.,Razzaque, M. A.,Keng, K. A.(2007).Chinese cultural values and gift‐ giving behavior.Journal of Consumer Marketing,24(4),214-228.
  41. Redding, S. G.,Ng, M.(1982).The role of face in the organizational perceptions of Chinese managers.Organization Studies The Hague,3(3),201-219.
  42. Seidman, I.(1998).Interview as qualitative research: A guide for researchers in education and social sciences.New York, NY:Teachers Collage Press.
  43. Septianto, F.,Nallaperuma, K.,Bandyopadhyay, A.,Dolan, R.(2020).Proud powerful, grateful powerless: the interactive effect of power and emotion on gift giving.European Journal of Marketing,54(7),1703-1729.
  44. Shi, Z.,Furukawa, I.,Jin, C.(2011).Cognitive discrepancy in Chinese" face": Mian and lian, and their impact on cognition of country-of-origin image.Frontiers of Business Research in China,5(2),163-178.
  45. Smith, J. B.,Colgate, M.(2007).Customer value creation: a practical framework.Journal of Marketing Theory and Practice,15(1),7-23.
  46. Somogyi, S.,Li, E.,Johnson, T.,Bruwer, J.,Bastian, S.(2011).The underlying motivations of Chinese wine consumer behavior.Asia Pacific Journal of Marketing and Logistics,23(4),473-485.
  47. Suki, N. M.(2016).Consumer environmental concern and green product purchase in Malaysia: structural effects of consumption values.Journal of Cleaner Production,132,204-214.
  48. Talwar, S.,Dhir, A.,Kaur, P.,Mäntymäki, M.(2020).Why do people purchase from online travel agencies (OTAs)? A consumption values perspective.International Journal of Hospitality Management,88,102534.
  49. Thomé, K. M.,Pinho, G. M.,Hoppe, A.(2019).Consumption values and physical activities: consumers’ healthy eating choices.British Food Journal,121(2),590-602.
  50. Tynan, C.,Teresa Pereira Heath, M.,Ennew, C.,Wang, F.,Sun, L.(2010).Self-gift giving in China and the UK: Collectivist versus individualist orientations.Journal of Marketing Management,26(11),1112-1128.
  51. Wang, J.,Piron, F.,Xuan, M. V.(2001).Faring one thousand miles to give goose feathers: Gift giving in the People’s Republic of China.Advances in Consumer Research,28,58-63.
  52. Ward, M. K.,Broniarczyk, S. M.(2016).Ask and you shall (not) receive: Close friends prioritize relational signaling over recipient preferences in their gift choices.Journal of Marketing Research,53(6),1001-1018.
  53. Yan, Y.(2020).Gifts. Cambridge Encyclopedia of Anthropology.Cambridge, UK:University of Cambridge.
  54. Yan, Y.(1997).The flow of gifts, reciprocity and social networks in a Chinese village.Canadian Review of Sociology and Anthropology,34(4),483-484.
  55. Yang, A. X.,Urminsky, O.(2018).The smile-seeking hypothesis: How immediate affective reactions motivate and reward gift giving.Psychological Science,29(8),1221-1233.
  56. Yang, W.(2008).Using metaphors as politeness strategies in Chinese business negotiations.Journal of Applied Linguistics,5(1),113-135.
  57. Yang, Y.,Paladino, A.(2015).The case of wine: understanding Chinese gift-giving behavior.Marketing Letters,26(3),335-361.
  58. Yeung, R. M.,Yee, W. M.(2010).Chinese New Year Festival: Exploring consumer purchase intention at the flower market in Macau.International Journal of Hospitality Management,29(2),291-296.
  59. Ying, Y.(2014).The similarities and differences between Chinese and Indonesia culture.Humaniora,5(2),1082-1086.
  60. Yu, Y.,Sun, H.,Goodman, S.,Chen, S.,Ma, H.(2009).Chinese choices: a survey of wine consumers in Beijing.International Journal of Wine Business Research,21(2),155-168.
  61. Zandi, G.,Mansori, S.,Ting, L. F.(2019).The Malaysian-Chinese consumers purchasing intention behavior: The case of seafood as a gift.Humanities & Social Sciences Reviews,7(2),459-470.
print cancel