送禮行為與個人價值觀

Abstract

人類的價值觀對其動機有著若干影響，而動機又會影響行為；送禮行為是 行為的一種，因此個人價值觀會對送禮行為產生影響；不同地區的人其文 化；生活環境皆不同 ,因此往往有著不同的價值觀；不同性別的個人其生 理結構、及社會傳統所賦與的角色皆不同，因此其價值觀亦應有所差異， 本研究的主要目的有四： 1.探討台、美、英、澳四地的個人，其價值觀 有何不同。 2.探討不同性別的個人，其價值觀有何不同。 3.探討何種價 值觀的個人，會有較多的送禮行為，及在選擇禮物時，會花費較多的心力 。 4.探討何種性別的個人，會有較多的送禮行為，及在選擇禮物時，會 花費較多的心力。本研究以LOV 個人價值問卷，及七個衡量個人非強制性 送禮行為的問題構成問卷，透過電腦網路以電子郵件的方式，將問卷發送 到台、美、英、澳四地；企圖利用電腦網路，克服以往進行跨國研究時， 常遇到的問題，即國外樣本的取得不易之問題，最後獲致以下的結論： 1.台、美、英、澳四地的男性，在LOV 的九個價值觀中，有四個達到顯著 差異水準。 2.不同性別的個人，在LOV 的九個價值觀中，有兩個達到顯 著差異水準。 3.價值區隔屬於warm relationships with others、self respect、sense of belonging 的個人，將會比其它的價值區隔者，有 較多的送禮行為；但在選禮心力上，則各個價值區隔的個人皆未達到顯著 差異水準。 4.女性無論在送禮數量，及在選禮時所費的心力皆較男性為 多。 Personal values affects motivations,and motivations affect behaviors.Personal values have a pervasive influence on beha- vior across a variety of areas,including gift-giving.Different country has different culture and environment.It is no wonder that people of different nation have different personal values. Male is different from female in many aspects,no matter physi- ology or social stereotype.It's natural that different sex will have different value preferrence.Our study has four major goals: 1.To explore people's values of different nationality, in- cluding U.S.A ,England,Australia,and Taiwan. 2.To explore people's values of different sex. 3.To explore which value segments will report more gift-giving behavior,and will spend more efforts when they select their gifts. 4.To explore which sex will report more gift-giving behavior, and will spend more efforts when they select their gifts . Our study use LOV (List of Values) to explore personal and seven questions extradede from Banks's work (1979) to mea- sure one's non-obligatory gift- giving behavior.We sent our ques- tionnaire by INTERNET to U.S. A ,England,Australia,and Taiwan. Here are our findings: 1.There are four values out of nine LOV values reach signifi- cant level in four different country. 2.There are two values out of nine LOV values reach signifi- cant level comparing different sex. 3.Individuals in certain value segments, e.g. warm relation- ship with others, sense of belonging, and self- respect,will report greater peceived gift-giving than individuals in other value segments, including self- fulfillment, security, and sense of accomplishment, will report in four nations.( U.S.A ,England,Australia,and Taiwan) 4.No matter amount of giving or perceived effort exerted in gift selection ,female report greater amount than male do. And it reach significant level.