Gift and Gift Buying Behaviors

Yıl 2019, Cilt: 21 Sayı: 3, 869 - 887, 30.09.2019

Arzu Şeker

https://doi.org/10.32709/akusosbil.527505

Cited By: 2

Öz

In our country, just
as it is in the rest of the world, in many occasions and special days such as
baby births, weddings, circumcision ceremonies, anniversaries, birthdays and
graduation ceremonies gifts are exchanged. Apart from these, gifting has become
a norm in many special days, spreading from the Western World to the globe,
such as Mother’s Day, Valentine’s Day, Father’s Day and so on with the help of
marketing efforts. The economic size, which arises in many special days and
with gifts, has a striking share in total consumption expenditures. Therefore,
marketing researchers examine consumers' gift buying behaviors separately. In
our country, due to the inadequacy of academic studies on this subject, a
theoretical framework has been formed for gift and gift buying behaviors. In
this context, as a result of a large literature research, the main functions of
gift giving, the main factors affecting gift-giving behavior and the modeling
of gift buying are presented. This study aims to both be a pioneer and a source
for further research.

Anahtar Kelimeler

Gift, gift buying behaviors, gift buying models

Hediye ve Hediye Satın Alma Davranışları

Öz

Tüm
dünyada olduğu gibi ülkemizde de bebek doğumundan, düğünlere, sünnet düğününden
yıl dönümlere, doğum günlerinden mezuniyetlere kadar birçok önemli olay ve
günde hediye verilmektedir. Bunların dışında Batı dünyasından tüm dünyaya
yayılan anneler günü, sevgililer günü, babalar günü ve benzeri gibi birçok özel
günde, pazarlama çabalarının da bir sonucu olarak hediyeleşmek, olmazsa olmaz
bir durum halini almıştır. Birçok özel günde ve durumda hediyeleşmeyle ortaya
çıkan ekonomik büyüklük, toplam tüketim harcamaları içerisinde çarpıcı bir paya
sahip olmaktadır. Bu nedenle pazarlama araştırmacıları, tüketicilerin hediye
satın alma davranışlarını ayrıca ele alarak incelemektedirler. Ülkemizde bu
konuda akademik çalışmaların yetersizliğinin nedeniyle hediyeye ve hediye satın
alma davranışlarına ilişkin teorik bir çerçeve oluşturulmuştur. Bu çerçevede,
geniş bir literatür araştırması neticesinde hediye vermenin temel işlevleri,
hediye verme davranışını etkileyen başlıca faktörler ve hediye satın almaya
ilişkin modellemeler ortaya konmuştur. Bu çalışmanın bu alana yönelik sonra
yapılacak çalışmalara öncülük etmesi ve kaynak oluşturması hedeflenmektedir.

Anahtar Kelimeler

hediye, hediye satın alma davranışları, hediye satın alma modelleri

Kaynakça

• Babin, B. J.,Gonzalez, C. ve Watts, C. (2007). Does Santa Have a Great Job? Gift Shopping Value and Satisfaction, Psychology & Marketing, 24(10): 895–917.
• Banks, S.K. (1979).,Gift-Giving: A Review and An Interactive Paradigm, in NA - Advances in Consumer Research, 06: 319-324.
• Baskin, E., Cheryl J. W., Yaacov T., Nathan N. (2014).Why Feasibility Matters More to Gift Receivers than to Givers: A Construal-Level Approach to Gift Giving, Journal of Consumer Research, 41, (1): 169-182.
• Beatty S. E., Kahle, L. R. ve Homer, P. (1991). Personal Values and Gift-Giving Behavior: A Study Across Cultures”, Journal of Business Research, 22: 149-157.
• Belk R. W. (1976). It's the Thought that Counts: A Signed Digraph Analysis of Gift-Giving, Journal of Consumer Research, 3,(3): 155-162.
• Belk R.W. (1977). Gift-Giving Behavior, Part A. Faculty Working Papers, College of Commerce and Business Administration, University of Illinois at Urbana Champaign.
• Belk R. W. (1979). Gift-Giving Behavior, Research in, 2, (ed.) Jagdish Sheth, (Greenwich, CT: JAI Press), 95-126.
• Belk R.W. (1983). Cultural and Historical Differences in Concepts of Self and Their Effects on Attitudes Toward Having and Giving, in NA - Advances in Consumer Research 11: 754-763.
• Belk, R.W. ve Coon, G.S. (1993). Gift Giving as Agapic Love: An Alternative to the Exchange Paradigm Based on Dating Experiences, Journal of Consumer Research, 20: 417.
• Beichen L.ve Murshed F. (2015). Culture, Expressions of Romantic Love, and Gift-Giving, Journal of International Business Research. 14 (1): 68-84.
• Camerer, C. (1988). Gifts as Economic Signals and Social Symbols, The American Journal of Sociology, 94, :S180-S214.
• Cavanaugh, L.A., Gino F. , F. ve Gavan J. (2015). When Doing Good Is Bad in Gift-Giving: Mis-Predicting Appreciation of Socially Responsible Gifts, Organizational Behavior and Human Decision Processes, 131 (2015) 178–189.
• Cheal, D. (1986). The Social Dimensions of Gift Behavior. Journal of Social and Personal Relationships 3: 423–493.
• Cheal, D. (1987). Showing Them You Love Them”: Gift Giving and The Dialectic of İntimacy, Sociological Review, 35(1):150 – 169.
• Cheal, D. (1988). The Gift Economy, London: Routledge.
• Chen J. ve Kim S. (2013). A Comparison of Chinese Consumers’ Intentions to Purchase Luxury Fashion Brands for Self-Use and for Gifts, Journal of International Consumer Marketing, 25: 1, 29-44.
• Clarke, J.(2007). The Four ‘S's’ of Experience Gift Giving Behaviour, International Journal of Hospitality Management,Volume 26 (1): 98–116.
• Close, A. G. (2011). Escalated Expectations and Expanded Gender Roles: Women’s Gift-Giving Rituals For and Resistance to Valentine’s Day Events, In Gender, Culture, and Consumer Behavior : 223-252.
• DeVere S.P., Clifford D. S. ve Shulby, W.L. (1983). Consumer Perceptions of Gift-Giving Occasions: Attribute Saliency and Structure, in NA - Advances in Consumer Research, 10: 185-190.
• Dunn E.W., Huntsinger J. Lun J. ve Sinclair S. (2008). The Gift of Similarity: How Good and Bad Gifts Influence Relationships, Social Cognition: 26, (4): 469-481.
• Fischer, E.ve Arnold, S.J. (1990). More Than a Labor of Love: Gender Roles and Christmas Gift Shopping, Journal of Consumer Research, 17, (3): 333-345.
• Garner T.I ve Wagner J. (1991). Ekonomic Dimensions of Household Gift Giving, Journal of Consumer Research, 18: 368-379.
• Godbout, J. T. (2003). Armağan Dünyası, 1. Baskı, Çev: Dilek Hattatoğlu, İletişim Yayınları, İstanbul.
• Gould, S. J. ve Weil, C. E. (1991). Gift-Giving Roles and Gender Self-Concepts, Sex Roles, 24(9-10), 617-637.
• Jolibert A. J. P. ve Fernandez M. C. (1983).A Comparison of French and Mexican Gift Giving Practices, in NA - Advances in Consumer Research Volume 10, eds. Richard P. Bagozzi and Alice M. Tybout, Ann Abor, MI: Association for Consumer Research, Pages: 191-19.
• Komter, A.E. (1996). The gift: An İnterdisciplinary Perspective, Amsterdam: Amsterdam University Press.
• Komter A.E. ve Wilma V. (1997). Gift Giving and the Emotional Significance of Family and Friends, Journal of Marriage and Family, 59 (3): 747-757.
• Komter, A.E. (2005). Social Solidarity and the Gift, Cambridge University Press, The Edinburgh Building, Cambridge, United Kingdom.
• Komter, A.E. (2007). Gifts and Social Relations, The Mechanisms of Reciprocity, Revue du MAUSS permanente, 10 April 2007.
• Laroche, M. Gad S. Mark C. ve Browne, E. (2000). Gender Differences in İnformation Search Strategies For a Christmas Gift, Journal of Consumer Marketing, 17 (6) :500 – 522.
• Larsen D. ve Watson, J.J. (2001). A Guide Map to The Terrain of Gift Value, Psychology & Marketing. 18(8): 889.
• Liu S. YanXiong L. QiuPing L. ve ErYue W. (2010). Moderating Effect of Cultural Values on Decision Making of Gift Giving From a Perspective of Self-Congruity Theory: An Empirical Study From Chinese Context, Journal of Consumer Marketing, 27 (7): 604 – 614.
• Mauss, M., (2002). The Gift; The Form and Reason for Exchange in Archaic Societies, 11 New Fetter Lane, London EC4P 4EE.
• Minowa, Y., Khomenko,O. ve Belk, R.W. (2011). Social Change and Gendered Gift-Giving Rrituals: A Historical Analysis of Valentine’s Day in Japan, Journal of Macromarketing, 31 (1): 44-56.
• Montesi C. (2015). Gift Enigma in Economic Theory, http://www.damianoperlematologia.it/public/Giftenigmaineconomictheory.pdf (Erişim: 20.06.2017) .
• Otnes, C., Lowrey, T.M. ve Kim, Y. C.(1993). Gift Selection For Easy and Difficult Recipients: A Social Roles Interpretation, Journal of Consumer Research 20(2): 229-244.
• Mortelmans D. ve Sinardet, D. (2004). The Role of Gender in Gift Buying in Belgium, Journal of Family and Consumer Sciences 96 (2): 34.
• Özdemir, N.(2008). “Türk Hediyeleşme Geleneği ve Medya”, Sosyal Aratırmalar Dergisi The Journal Of International Social Research, 1/4 Summer 2008: 467-480.
• Özkan Y. (2007). Consumer’s Behavior of Gift Giving in Westernization Process in Turkey, Pakistan Journal of Social Sciences, 4 (3) : 467-473.
• Palan K.M., Charles S. A. ve Kiecker, P.(2001). Gender Role Incongruency and Memorable Gift Exchange Experiences, in NA - Advances in Consumer Research Volume 28, eds. Mary C. Gilly and Joan Meyers-Levy, Valdosta, GA: Association for Consumer Research: 51-57.
• Park, S. (1998). A Comparison of Korean and American Gift-Giving Behaviors, Psychology and Marketing, 15: 577 – 593.
• Parsons, A.G. (2002). Brand Choice in Gift Giving: Recipient İnfluence, Journal of Product & Brand Management, 11.
• Robles, J. S. (2012). Troubles With Assessments in Gifting Occasions, Discourse Studies, 14(6), 753-777.
• Scammon D.E., Shaw R.T. ve Bamossy G.(1982).Is a Gift Always a Gift? An Investigation of Flower Purchasing Behavior ACRoss Situations, in NA - Advances in Consumer Research Volume 09, eds. Andrew Mitchell, Ann Abor, MI: Association for Consumer Research, Pages: 531-536.
• Segev R., Aviv S. ve Ruvio, A. (2012). What Does this Gift Say about Me, You, and Us? The Role of Adolescents’ Gift Giving in Managing their Impressions among their Peers, Psychology and Marketing, 29(10): 752–764.
• Segev R., Aviv S. ve Ruvio, A. (2013). Gift-Giving Among Adolescents: Exploring Motives, the Effects of Givers' Personal Characteristics and The Use of Impression Management Tactics, Journal of Consumer Marketing, 30 (5): 436 – 449.
• Shanka T. ve Handley B. (2001). Gift Giving: An Exploratory Behavioural Study, Asia Pacific Journal of Tourism Research, 16 (4): 359-377.
• Sherry J.F. Jr. (1983). Gift Giving in Anthropologicai Perspective, Journal of Consumer Research,vol. 10: 157 - 168.
• Sherry J. F. Jr. ve McGrath M.A. (1989). Unpacking the Holiday Presence: A Comparative Ethnography of Two Gift Stores, in SV - Interpretive Consumer Research, eds. Elizabeth C. Hirschman, Provo, UT: Association for Consumer Research, Pages: 148-167.
• Sinardet D. ve Mortelmans D. (2009). The Feminine Side to Santa Claus. Women's Work of Kinship in Contemporary Gift-Giving Relations, Social Science Journal, 46 (1) :124.
• Sunwolf, J.D (2006). The Shadow Side of Social Gift-Giving: Miscommunication and Failed Gifts, Centre for the Study of Communication and Culture, 25 (3).
• Tomak, A. Ve Güney, E. (2014). Kültürel Bir Değer Olarak Hediye Geleneği ve Ekslibris, International Journal of Ex-libris 1(2): 25-33.
• Tremblay, C. H. ve Tremblay, V.J. (1995). Children and the Economics of Christmas Gift-Giving, Applied Economics Letters, 1995, 2, 295–297 Oregon State University, Department of Economics, USA
• Vanhamme, J. ve de Bont C.J.P.M. (2008). “Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market , Journal of Retailing, 84 (3): 354–369.
• Wagner, J. ve Garne, T. (1993). Extrahousehold Giving in Popular Gift Categories: a Socioeconomic and Demographic Analysis, in NA - Advances in Consumer Research 20: 515-519.
• Yan H. Zhou J. ve Yu J. (2013). Gender Stereotypes In Gift Purchasing and Giving In The Chinese Context, International Journal of Business, Marketing and Decision Sciences 6, (1).
• Yau O.H. M., Chan T. S. ve Lau K. F. (1999). Influence of Chinese Cultural Values on Consumer Behavior, Journal of International Consumer Marketing, 11 (1): 97-116.
• Qian W., Razzaque, M.A. ve Keng,K.A. (2007). Chinese Cultural Values and Gift‐Giving Behavior, Journal of Consumer Marketing, 24 (4): 214-228.