GIFT GIVING BEHAVIORS OF CONSUMERS AND AN INNOVATIVE E-BUSINESS MODEL SUGGESTION

Abstract

Consumers give each other gifts for various reasons in every culture and they spend considerable amount of time and money on gift giving activity. Thus, gift giving behavior which is a need of consumers to be satisfied deserves a lot of academic studies and in this conceptual paper, gift giving behavior is examined in details after a comprehensive literature review. E-business is exponentially developing and digital marketing is trying to find out solutions for the problems of consumers more efficiently and effectively. In this exploratory research, after analyzing the problems consumers facing when they are trying to satisfy their need of gift giving, an innovative e-business model to coach consumers for their gift giving behaviors is suggested. This paper presents new study areas for academicians and new business opportunities for practitioners.   

Keywords

• Gift giving behavior,e-business model,digital marketing,innovation,e-marketing

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