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。;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.
