不同送禮行為對人際關係改善之影響

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李庭綺(Ting-Chi LEE) 查詢紙本館藏

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企業管理學系

論文名稱

不同送禮行為對人際關係改善之影響

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至系統瀏覽論文 (2026-7-31以後開放)

摘要(中)

送禮的背後總是有不同的動機，不過最終的目的都是為了增進贈禮者與收禮者之間的關係，本研究藉由四個實驗情境探討在朋友關係下不同的送禮行為對人際關係改善的影響，其中實驗一使用自變數課程客製化程度（高/低）與課程氛圍（熱鬧/吵雜）加入干擾變數開放性人格特質，實驗二使用自變數產品外包裝印刷（產品材質/使用情境）與產品內包裝產品排列（產品材質/使用情境）加入干擾變數收禮者思考模式，實驗三使用自變數禮物挑選方式(線上網站/實體商店)與情感表達(圖片/文字)，實驗四使用自變數送禮時機(公開/私下)與禮物共享對象(與贈禮者一同使用/收禮者與其朋友使用)。本研究結果發現，不同的體驗課程的客製化程度與課程氛圍能改善人際關係，尤其是在高客製化體驗活動與熱鬧的課程氛圍;而將產品內外操弄的具有一致性時，也能提升收禮者在收禮後雙方的人際關係;而使用圖片的情感表達加上實體商店的挑選方式能很好的傳遞贈禮者貼心情感並進一步增進雙方關係;在私下的送禮時機搭配上贈送能讓收禮者與其朋友的禮物也能很好的增進關係。本研究實驗符合大部分假說，透過不同送禮情境了解到不同的送禮行為如何改善人際關係。

摘要(英)

The act of gift-giving is often driven by various motivations, but the ultimate goal is to enhance the relationship between the giver and the receiver. This study explores the impact of different gift-giving behaviors on relationship improvement in the context of friendships
through four experimental scenarios. Experiment 1 employs independent variables of course customization degree (high/low) and course atmosphere (lively/noisy), with the inclusion of openness personality traits as an interfering variable. Experiment 2 uses independent variables of product outer packaging printing (product material/use scenario) and product inner packaging arrangement (product material/use scenario), with the addition of the receiver′s thinking mode as an interfering variable. Experiment 3 involves independent variables of gift selection method (online website/physical store) and emotional expression (image/text). Experiment 4 utilizes independent variables of gift-giving timing (public/private) and gift sharing target (used together with the giver/receiver uses it with their friends).The results of this study reveal that different levels of course customization and course atmosphere can
improve interpersonal relationships, especially in highly customized experiential activities and lively course atmospheres. Consistency in the manipulation of product inner and outer packaging can also enhance the interpersonal relationship between the giver and the receiver after gift reception. Emotional expression using images combined with gift selection from physical stores effectively conveys the giver′s thoughtful sentiments and further strengthens the
relationship between both parties. Moreover, the private timing of gift-giving, coupled with gifts intended for the receiver and their friends, can significantly improve relationships. This study′s experiments support most hypotheses and provide insights into how different gift-giving behaviors can enhance interpersonal relationships through various gift-giving scenarios.

關鍵字(中)

★ 體驗型禮物
★ 物質型禮物
★ 產品印刷
★ 產品排列
★ 禮物挑選
★ 送禮時機
★ 情感表達
★ 共享消費
★ 人格特質
★ 思考模式
★ 人際關係

關鍵字(英)

★ Experiential gifts
★ Material gifts
★ Product printing
★ Product Arrangement
★ Gift selection
★ Timing of gift-giving
★ Emotional expression
★ Shared consumption
★ Personality traits
★ Thinking styles
★ Relationships change

論文目次

目錄

摘要 .................................................... i
Abstract ................................................ii
致謝 ....................................................iii
第一章緒論 ..............................................1
第一節研究動機與背景 .................................................. 1
第二節研究目的 ......................................................... 2
第三節研究問題 ......................................................... 3
第二章文獻探討 .......................................................... 6
第一節送禮行為 ........................................................ 6
一、送禮行為概述 ................................................. 6
二、不同類型的禮物（體驗型 vs. 物質型）在加強人際關係中的效果差異 6
第二節體驗型禮物與人際關係 ............................................ 7
一、體驗型禮物如何提升收禮者的情感體驗 ........................... 7
第三節物質型禮物與人際關係 ........................................... 10
一、物質型禮物如何提升收禮者的情感體驗 .......................... 10
第四節送禮動機與情感管理 ............................................. 13
一、不同的送禮動機在人際關係中的作用 ............................ 13
二、送禮對降低生氣情緒與人際改善之影響 .......................... 13
三、送禮對對人際壓力的影響 ...................................... 15
第三章研究方法 ......................................................... 18
第一節實驗一 .......................................................... 18
一、研究架構 .................................................... 18
二、實驗設計 .................................................... 19
第二節實驗二 .......................................................... 23
一、研究架構 .................................................... 23
二、實驗設計 .................................................... 23
第三節實驗三 .......................................................... 27
一、研究架構 .................................................... 27
二、實驗設計 .................................................... 27
第四節實驗四 .......................................................... 31
一、研究架構 .................................................... 31
二、實驗設計 .................................................... 32
第四章研究結果 .......................................................... 36
第一節實驗一 ......................................................... 36
一、樣本描述 .................................................... 36
二、信度分析 .................................................... 36
三、假說驗證 .................................................... 37
第二節實驗二 ......................................................... 43
一、樣本描述 .................................................... 43
二、信度分析 .................................................... 43
三、假說驗證 .................................................... 43
第三節實驗三 ......................................................... 50
一、樣本描述 .................................................... 50
二、假說驗證 .................................................... 50
第四節實驗四 ......................................................... 57
一、樣本描述 .................................................... 57
二、假說驗證 .................................................... 57
第五章結論 .............................................................. 62
第一節研究結果 ....................................................... 62
第二節實務意涵 ....................................................... 67
一、提供廠商禮品文案 ............................................ 67
二、提供禮物產品包裝印刷與產品排列之參考 ........................ 67
三、提供廠商給予消費者贈禮之參考 ................................ 67
第三節研究限制與未來研究方向 ......................................... 68
一、體驗型禮物實驗操弄 .......................................... 68
二、實驗方式 .................................................... 68
三、送禮場合與角色的不同 ........................................ 68
參考文獻 ................................................................ 69
附錄一實驗一正式問卷一 ................................................. 75
附錄二實驗一正式問卷二 ................................................. 78
附錄三實驗一正式問卷三 ................................................. 81
附錄四實驗一正式問卷四 ................................................. 84
附錄五實驗二正式問卷一 ................................................. 87
附錄六實驗二正式問卷二 ................................................. 90
附錄七實驗二正式問卷三 ................................................. 93
附錄八實驗二正式問卷四 ................................................. 96
附錄九實驗三正式問卷一 ................................................. 99
附錄十實驗三正式問卷二 ................................................ 101
附錄十一實驗三正式問卷三 .............................................. 103
附錄十二實驗三正式問卷四 .............................................. 105
附錄十三實驗四正式問卷一 .............................................. 107
附錄十四實驗四正式問卷二 .............................................. 109
附錄十五實驗四正式問卷三 .............................................. 111
附錄十六實驗四正式問卷四 .............................................. 113

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指導教授

林建煌

審核日期

2024-7-23

推文