The changing gift-giving practices of Chinese immigrants in Canada

This study is an investigation of the impact that Chinese cultural values and acculturation have on gift-giving practices of Chinese immigrants in Canada, both in general and in wedding gift-giving contexts. Specifically, the changes in gift-giving occasions, gift receivers, and gift items, as well as the internal and external gift search practices of these individuals, were examined. A research framework was developed and empirical evidence was gathered using both qualitative and quantitative methods. The qualitative data was collected using in-depth interviews with eight women from the Greater Toronto Area (GTA). The quantitative data was collected from surveys of 195 ethnic Chinese respondents, mostly from the GTA. The results, using a triangulation method, indicate that Chinese cultural values have a strong main effect on both the internal and external gift selection, while acculturation has a moderating effect. In addition, the theoretical and managerial implications of these results were discussed.