頁籤選單縮合
題 名 | Occasions and Motivations for Gift-Giving: A Comparative Study of Malay and Chinese Consumers in Urban Malaysia |
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作 者 | Othman, Md. Nor; Ong, Fon Sim; Teng, Anna T. M.; | 書刊名 | Asia Pacific Management Review |
卷 期 | 10:3 民94.06 |
頁 次 | 頁197-204 |
分類號 | 496.34 |
關鍵詞 | Consumer behaviour; Gift giving; Motivation; Cross-cultural comparisons; |
語 文 | 英文(English) |
英文摘要 | The main purpose of this study is to examine the occasions and motivations for gift-giving behaviour amongst urban Malaysian consumers. In addition, a comparison between the gift-giving behaviours of the two major ethnic groups in Malaysia, namely the Malays and the Chinese, will be made. The study utilized the survey approach. The sample consisted of 300 respondents. Findings showed that most of the respondents buy gifts during birthdays and weddings. When the motivations of gift giving were examined, the study found that the most preferred motivation for gift giving is for practical purposes. Comparing the behaviour of the two ethnic groups, significant differences were found. Some marketing implications of the study are discussed. |
本系統中英文摘要資訊取自各篇刊載內容。