Closeness And Consumers' Decision-Making Styles For Gift Purchase

Gift-giving has existed in all societies and has always affected our lives since ancient times.Therefore,gift giving is a part of our social life,from which the gift consumption also constitutes a growing gift economy.When it comes to the consumption of gifts,it is inseparable from the relationship circle in interpersonal communication,which is interpersonal intimacy,as well as the more prominent face psychology of the Chinese people.Therefore,from the point of interpersonal closeness,this study discusses how closeness plays a role in consumers' decision-making styles for gift purchase through face.Due to the complexity and abstraction of face,the research related to face is still only in the theoretical stage for a long time,and there lacks systematic verification and empirical research.By reviewing and analyzing the relevant domestic and foreign literature,and absorbing the research results of scholars' theories on face and consumers' decision-making styles for gift purchase,this study divides face into two dimensions: wanted to gain face and afraid of losing face.Combined with the research perspective of this study,consumers' decision-making styles for gift purchase can be divided into five dimensions: brand consciousness,quality consciousness,time consciousness,price consciousness as well as appearance and packaging consciousness.Based on the mature relevant theoretical model,this study constructs a theoretical model of the influence of closeness on consumers' decision-making styles for gift purchase with the dual dimension of face as the intermediary variable,and verifies the above influence relationship through the empirical method.This research adopts the questionnaire method.On the one hand,the measurement scales of the numerous variables in this research are based on the mature scale in domestic and foreign literature,and then it forms the survey questionnaire.On the other hand,taking the random national ordinary individuals as the research object,this study uses SPSS23.0 and AMOS24.0 to analyze the collected data in detail,including descriptive analysis,reliability and validity analysis,factor analysis,regression model analysis and structural equation model test.The results can be divided into the following aspects: Firstly,the relationship between closeness and the two dimensions of face is U-shaped.Secondly,closeness has a significant direct effect on the four dimensions of consumers' decision-making styles for gift purchase,such as quality consciousness,time consciousness,price consciousness as well as appearance and packaging consciousness.Meanwhile,closeness has a significant totally indirect effect on brand consciousness through gaining face as a mediator,and a significant partly indirect impact on appearance and packaging consciousness through being afraid of losing face as a mediator.Finally,according to the conclusions in this study,this paper puts forward some suggestions and revelations to help companies understand the needs of consumers better,and make the corresponding marketing strategies based on them.The last part also summarizes the limitations of this research.