An exploration of personal values as antecedent of gift-giving behaviour

Abstract

Gift-Giving Behaviour (GGB) has received significant attention from academic researchers in the past decade. Gift-giving is a unique behaviour. When people select a gift, they incorporate a range of specific personal values related to the nature of the occasion and the relationship between giver and recipient. However, to date, very few academic studies have explored such behaviour in depth. Consequently, this study aims to develop and validate the construct of GGB. Specifically, this study focuses on GGB in the context of selecting an intangible gift –choosing a restaurant – to host dinner for a close friend or family member. Furthermore, this study aims to explore the extent to which personal value influences GGB. Drawing from the extensive literature on GGB and the Theory of Planned Behaviour, this study proposed nine dimensions of GGB: attitude toward behaviour, subjective norm, perceived behavioural control, anticipate emotion, self-identity, intensity of intention, motivation of GGB, information searching, and gift-selection effort. Through exploratory and confirmatory factor analysis, it was found that the GGB construct actually consisted of eight dimensions: attitude toward behaviour, subjective norm, perceived behavioural control, anticipate emotion, self-identity toward others, self-identity toward self, purchase-decision involvement, and symbolic of gift. Structural Equation Modelling was then utilised to test the relationship between personal values and GGB constructs. The finding confirmed that certain personal values determine particular dimensions of GGB. For example, people who hold excitement value as their main value tend to actively engage in GGB because they tend to consider more dimensions when performing GGB which is opposite to people who hold sense of accomplishment. This study contributes to theoretical and managerial perspectives on the selection and giving of gifts. The theoretical contribution of developing a multi-dimensional GGB construct assists researchers to better understand this behaviour. In addition, the findings from analysis of the complex relationships between personal values and GGB confirmed and extended the findings of previous studies. From a managerial perspective, this study provides the knowledge base to develop better marketing plans for gift products or services, including utilising personal values as a tool to segment their target market.