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系統識別號 U0026-0809201422020500
論文名稱(中文) 禮物價值量表之建構
論文名稱(英文) Development of A Gift Value Measurement Scale
校院名稱 成功大學
系所名稱(中) 創意產業設計研究所
系所名稱(英) Institute of Creative Industry Design
學年度 102
學期 2
出版年 103
研究生(中文) 劉若羚
研究生(英文) Ruo-Ling Liu
學號 PA6001033
學位類別 碩士
語文別 英文
論文頁數 162頁
口試委員 指導教授-吳一昇
口試委員-劉世南
口試委員-高如妃
中文關鍵字 禮物  價值  感知價值  向度  量表 
英文關鍵字 Gift  Value  Perceived value  Multidimensional  Scale 
學科別分類
中文摘要 禮物是一種人們用以傳遞訊息的表徵。透過禮物,人們得以有形或無形的建構起人與人之間的關係,在維繫人類社會結構中扮演了重要的角色。經濟上,禮品市場蘊藏的龐大商機及其收益更是不容小覷。尤其近年來,隨著文化創意產業雨後春筍般的出現,各色的禮品開發設計也成為關注焦點之一;其不僅常作為主要收益來源,更是推動、行銷各家品牌的良好媒介。然而,值得討論的是,到底人們是如何看待一個禮物的價值呢?即便禮物已在人類學、心理學、社會學、消費者行為學廣泛的討論,對於禮物價值的評量與測定,始終無一完整、且明確的指標。本研究以收禮者及贈禮者的觀點為出發,由多向度感知價值的方式深入的探究禮物的價值並建構一禮物價值量表。本研究首先採用質性研究方法,以深度訪談與內容分析法,剖析人們對於禮品價值的觀感並建立出十一個禮物價值之向度。本研究在第二階段更進一步,自量表題項的生成、優化,至量表信度、效度檢驗,逐步發展並建構出一套可供測定禮物價值的量表。研究最終提出之禮物價值的量表共包含32個題項,並且為一多向度、具階層性的結構。同時,此量表之內部一致性信度、及建構效度、區別效度及分歧效度也在研究中透過量化方法被驗證。
英文摘要 Gift exchange is a ritual that occurs in most societies throughout the world. It serves as a vehicle of symbolic communication in interpersonal relationships and plays an important role in maintaining social ties. In addition, gifts have prominent economic significance as can be seen from the $221.8 billion annual Christmas gift revenue generated in the US. As myriad creative industries are springing up all over Taiwan, gift development and design have become a rising focus of people’s attention. Gifts not only make profits for companies but also can be beneficial to their branding and marketing. However, this raises a key question: how do people see the value of gift? In what ways do people perceive the value of gift? Although gift-giving has been studied in the fields of anthropology, sociology, and consumer behavior, little research has probed into the value construct of the gift itself and well-accepted measures of gift value are lacking. Based on the scope of multidimensional perceived value and the perspective of the gift participants, this research conducted two studies to investigate the gift value construct and developed a scale to measure gift value. First, the researcher took a qualitative approach to explore both the gift givers’ and gift receivers’ perceptions of the gift value through in-depth interviews and identified eleven potential dimensions for the gift value construct. In the second phase, the study constructed a survey instrument, including item generation, item refinement and purification, and reliability and validity check, and developed a comprehensive measurement scale of gift value. The final gift value measurement scale contained 32 items and is presented as a multidimensional and hierarchical construct. Quantitative data was collected from two samples and the internal consistency reliability, and construct, convergent and discriminant validity of the proposed measurement scale were supported.
論文目次 摘要-- i
Abstract -- ii
誌謝-- iii
Table of Contents -- v
List of Tables -- viii
List of Figures -- ix

Chapter 1 – Introduction -- 1
1.1 Background -- 1
1.2 Problem Statement -- 2
1.3 Research Questions of the Study -- 4
1.4 Purpose and Scope of the Study -- 4
1.5 Significance of the Study -- 5
1.6 Terminology -- 5

Chapter 2 - Literature Review -- 7
2.1 Gift System -- 7
2.1.1 Tangible and intangible gifts -- 8
2.1.2 Gift-giving Occasions and Motives -- 8
2.1.3 Gift Giver, Receiver and Giver-receiver Relationship -- 11
2.2 Gift Exchange -- 13
2.3 Perceived Value -- 14
2.3.1 Unidimensional approach to perceived value -- 15
2.3.2 Multidimensional approach to perceived value -- 16
2.3.3 Scales of measurement of perceived value -- 17
2.4 Gift Value -- 21
2.4.1 Economic value -- 21
2.4.2 Social value -----22
2.4.3 Personal/Expressive value -- 22
2.4.4 Functional value -- 23
2.5 Assessment of Gift -- 24

Chapter 3 - Phase I: Qualitative Study -- 29
3.1 Method -- 29
3.1.1 Sample -- 30
3.1.2 Instruments -- 31
3.1.3 Procedure -- 31
3.2 Data Analysis -- 34
3.2.1 Content analysis -- 34
3.2.2 Performing a content analysis on interview narratives -- 36
3.2.3 Category reliability test -- 49
3.3 Results and Discussions -- 51
3.1.1 Monetary worth -- 51
3.1.2 Aesthetics -- 54
3.1.3 Utility -- 57
3.1.4 Hedonic -- 61
3.1.5 Exclusivity -- 64
3.1.6 Representation -- 67
3.1.7 Communication -- 70
3.1.8 Memory -- 75
3.1.9 Behavioral cost -- 78
3.1.10 Altruism -- 80
3.1.11 Social reflection -- 83

Chapter 4 - Phase II: Quantitative Study -- 91
4.1 Preparation Stage -- 92
4.1.1 Item Generation -- 92
4.1.2 Initial Scale Refinement: Judge’s Evaluation -- 94
4.2 Pilot Study: Scale Purification -- 95
4.2.1 Data collection -- 95
4.2.2 Data analysis and result -- 98
4.3 Main Study: Model Validation -- 105
4.3.1 Data collection -- 105
4.3.2 Data analysis and result -- 108
4.3.3 Hierarchical Factor Structure Test -- 122

Chapter 5 – General Discussions and Conclusions -- 126
5.1 Summary of this Study -- 126
5.2 Perspective on the Gift Subject -- 128
5.3 The Seven Dimensions of the Gift Value Construct -- 129
5.4 Gift Value as a Multidimensional Construct -- 134

Chapter 6 – Implications -- 135
6.1 Theoretical Implications -- 135
6.2 Practical implications -- 137

Chapter 7 – Limitations and Suggestions for Future Researches -- 139
7.1 Sampling and Measurement Validity -- 139
7.2 Contingency of Gift Value Evaluations -- 139
7.3 Differences and Potential Gaps between Gift Giver and Receiver -- 141

Reference -- 142

Appendices -- 154
Appendix 1 Scales and remarks drew out from the literature -- 154
Appendix 2 Chinese English Parallel Texts of Final 32 Scale Items -- 156
Appendix 3 Questionnaires (Written Format) -- 158
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