중국 도시 직장인들의 관계별 선물행위 특성

다국어 초록 (Multilingual Abstract)

In this study, characteristics of gift giving behavior of workers in chinese urban area has been investigated depending on the closeness of gift giver and receiver, classifying the object of the study as family, very close, good, and hi-byes acquainted in social activities like working in the same place.
Study revealed that as the relations between giver and receiver was closer, they exchanged gifts more often in ritual situations and less when they were being helped or asking for some help each other. In closer relations, involvement in gift was higher and personal items and items of good quality and usefulness were chosen, and being less restricted by price. Also, in closer relations, it turned out that they felt pleasant about gift giving itself, thinking the impact of gift giving on their relations to be small, and were expecting receiver’s delightedness strongly, while expectation for receiver’s expression of gratitude, help in time of need and improved reputation were relatively low.
In conclusion, differences in gift giving behavior of chinese urban workers were found to be exist depending on the closeness of their relations.

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