Literature Review of Researches on Consumers' Gifts Purchasing Motivation:A Marketing Management Perspective

摘要

Gift-giving is an old and universal social behavior.The scale of gifts market is very huge in China,and because of the potential application value of gifts purchasing motivation in marketing communication,now it becomes a hot issue.The paper first reviews the extant researches on gifts purchasing motivation,and then comments two mainstream gift-giving motivation theories:reciprocity theory and cultural-value-match theory.The authors also combine marketing practice problems with self-congruity theory and develop mianzi-match theory which supplements the existing gifts purchasing motivation theory.Companies which want to carry out cause-related marketing and explore gift market can get some implications from the theory.