The Impact Of Ritual Perception On Evaluation Of Gifts In Gift-giving

As we all know China is the state of ceremonies since ancient times,Chinese people pay attention to "reciprocity" when they're in relationships with others.Whether it is on the festival celebration,important ceremony or visiting on the daily life,people are accustomed to give others gift to express their kindness.However,in the present,we find it is a difficult thing to please the recipients by sending gifts.We,during the purchasing,will take the recipient's status,shopping habits and taste into consideration,we may purchase the imperfect gifts for them as the result.Therefore,how to improve the satisfaction of the recipient in the gift-giving process and how to maximize the value of the gift are practical problems.Both giver and receiver will get strong perception of ritual when they are experiencing a series of processes in the elaborative scene of gift-giving.Despite people called for rejection ritual in the past time,now more and more people hold a new understanding of the importance of ritual perception and strongly call for a higher sense of ritual in people's lives now.Based on the fact above,we put forward the research ideas that the perception of ritual will affect the receiver's evaluation of gift in gift-giving.The inherent mechanism of the effect is the recipient's perception of love and the perception of the motivation plays a moderation role.In this paper,qualitative research and experimental research are used to study the topics.First,the related research and relevant theories in this field are organized and summarized.Secondly,we designed three interrelated experiments to verify the hypothesis.And we collected a large amount of experimental data through interviews,questionnaires and situational simulation.Finally,the SPSS software is used to analyze the experimental data.The analysis methods include descriptive statistics analysis,T test,ANOVA analysis,Bootstrap analysis and so on.This study reache the following conclusions.First,the perception of ritual will affect the satisfaction evaluation of the recipient in gift-giving situation.Compared to the low perception of ritual situation,the recipient in the context of higher perception will experience higher satisfaction.Second,the mechanism of "ritual" effect comes from the perception of love,people in high ritual perception will bring more perception of love,which further improve the recipient's satisfaction in gift giving situation;Third the perception of the giver's motivation in gift-giving will moderate the mediating mechanism of perceived love on "ritual" effect.When the recipient feel that giver's motivation is altruistic,the recipient in high perception of ritual will perceived higher levels of love,which make he experienced higher satisfaction in gift giving;When the recipient feel that giver's giving motivation is self-interest,the perception of ritual will have no significant influence on the level of perceived love,which will have no significant influence on recipient's satisfaction too.