送禮的背後總是有不同的動機，不過最終的目的都是為了增進送禮者與收禮者間的關係，因此本研究欲藉由送禮動機，探討送禮行為對送禮者與收禮者心理不對稱的影響。本研究分別以愧疚及感恩兩種不同情緒，檢測情緒影響送禮者與收禮者對彼此親近感產生之不同見解，並且探討愧疚與感恩背後的心理機制是否分別被義務感與自願感中介，而影響親近度。
　　研究方法採實驗法，分為兩組實驗檢測六項假說，實驗一為 2(送禮情緒：愧疚 vs. 感恩)× 2(禮物類型：物質性 vs. 體驗性)的組間設計，而實驗二為 2(送禮情緒：愧疚 vs. 感恩)× 2(禮物價格：高 vs. 低)的組間設計。研究發現：（一）相較於感激情緒下，在愧疚情緒下送禮時，送禮者認為與收禮者的關係較為親近；反之，相較於收到愧疚情緒的禮物，在收到具感激情緒的送禮時，收禮者認為與送禮者的關係較為親近。（二）禮物類屬有效干擾情緒與角色對彼此親近度見解的不同。對送禮者而言，在愧疚情緒時，認為送物質性禮物能與收禮者關係較近，而在感恩情緒下，則是認為體驗性禮物能與收禮者關係較近；對收禮者而言，收到具愧疚情緒的禮物時，認為收到體驗性禮物較能與送禮者關係較近。（三）禮物價值有效干擾情緒與角色對彼此親近度見解的不同，對送禮者而言，在愧疚情緒時，認為送高價值禮物能與收禮者關係較近；對收禮者而言，收到具愧疚情緒的禮物時，認為收到低價值禮物較能與送禮者關係較近。（四）義務感並無中介愧疚而影響親近度，而自願感並無中介感恩而影響親近度。作者預期研究結果對於送禮行為、道德情緒、商品類型等相關研究領域都有其理論貢獻，並且提供企業與行銷人員不同角度的禮品文案包裝以及企業廠商贈禮之實務建議。

There are lots of motivations behind gift-giving. The goal of gifting is to enhance the connection between the givers and the receivers. This research investigates the gift-giving motivation by examining the asymmetry psychology between the givers and the receivers. This research categorized motivation into two emotions: guilt vs. gratitude, and to examine how different emotions affect the closeness of givers and receivers to each other. At the meanwhile, this research also examine the psychological mechanism under different emotions, whether obligatory gifting will mediate the link between guilt and closeness, and voluntary gifting will mediate the link between gratitude and closeness.
　　Based on 2x2x2 factorial design, this first study examines whether the closeness difference of role (giver vs. receiver), emotions (guilt vs. gratitude), and gift category (material vs. experiential) in givers and receivers. The second study examines whether the closeness difference of role (giver vs. receiver), emotions (guilt vs. gratitude), and gift price (high vs. low) in givers and receivers. The results of the two studies showed that (1) Compared to giving gift under gratitude emotion, givers felt closer to receivers under guilt emotion. As for receivers, compared to receiving gift due to the giver felt guilt, receivers felt closer to givers when receiving gift that givers gave out of gratitude emotion. (2) Gift category moderated the impact of closeness in roles, emotion, and gift category. When feeling guilty, givers who gave material gifts felt closer to receivers than givers who gave experiential gifts. On the contrary, receivers who received experiential gifts that is out of givers’ guilt felt closer to givers than receivers who received material gifts. (3) Gift price moderated the impact of closeness in roles, emotions, and price. When feeling guilty, givers who gave higher price gifts felt closer to receivers than givers who gave lower price gifts. On the contrary, receivers who received lower price gifts that is out of givers’ guilt felt closer to givers than receivers who received higher price gifts. (4) The research found there was no mediation of obligatory gifting in guilt and closeness, as well as neither mediation of voluntary gifting in gratitude and closeness.
This research contributed to theories of gift-giving, moral emotions, and gift category, and also provided alternative suggestion to marketers.

目錄
誌謝 i
摘要 ii
Abstract iii
圖目錄 viii
表次 ix
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題 5
第三節　研究目的 6
第四節　研究流程 7
第二章　文獻探討 8
第一節　送禮行為 8
一、送禮行為概述 8
二、義務性及自願性送禮 10
（一）義務性送禮(Obligatory Gifting) 11
（二）自願性送禮(Voluntary Gifting) 13
三、小節 14
第二節　情緒與送禮行為 15
一、情緒(emotion) 15
二、愧疚(guilt) 15
三、感恩(gratitude) 17
四、小結 19
第三節　禮物類型 20
一、物質性禮物與體驗性禮物 20
二、禮物價值 22
三、小結 24
第三章　研究架構與假說推論 25
第一節　研究架構 25
第二節　研究假說 27
一、情感類型對親近感之影響 27
二、義務感/自願感與收禮者體貼感的中介效果 29
三、禮物類型對送禮情感類型與親近感之干擾 31
四、禮物價格對送禮情感類型與親近感之干擾 34
第四章　實驗一 36
第一節　研究方法 36
第二節　前測一 37
一、前測一問卷設計 37
二、前測一分析結果 37
第三節　實驗設計 39
一、實驗設計 39
二、變數操弄 39
第四節　實驗結果 45
一、樣本描述 45
二、信度分析 45
三、操弄性檢定 46
四、假說驗證 47
第五節　研究小結 54
第五章　實驗二 56
第一節　研究方法 56
第二節　前測一 57
一、前測一問卷設計 57
二、前測一分析結果 58
第三節　實驗設計 62
一、實驗設計 62
二、變數操弄 62
三、衡量題項 65
第四節　實驗結果 68
一、樣本描述 68
二、信度分析 68
三、操弄性檢定 69
四、假說驗證 70
第五節　研究小節 77
第六章　結論與建議 79
第一節　研究結果 79
第二節　研究貢獻與實務意涵 81
一、學術貢獻 81
二、實務貢獻 83
第三節　研究限制與未來研究方向 85
一、實驗商品類型 85
二、實驗方式 85
三、送禮場域的不同 86
參考文獻 87
附錄一　實驗一前測問卷 96
附錄二　實驗一問卷及各組情境與圖片 99
附錄三之一　實驗二前測問卷(低價值禮物組) 104
附錄三之二　實驗二前測問卷(高價值禮物組) 110
附錄四　實驗二問卷 116

 
圖目錄
圖1- 1: 本研究流程…………………………………………………………………..7
圖3- 1: 本研究架構…………………………………………………………………26
圖3- 2: 本研究架構…………………………………………………………………26
圖4-1: 實驗一研究架構圖………………………………………………………….36
圖5-1: 實驗二研究架構圖………………………………………………………….56


表次
表4-1 前測一之禮物商品喜愛度統計總表………………………………………..38
表4-2 實驗一情緒變數操弄………………………………………………………..40
表4-3 實驗一情緒變數圖片………………………………………………………..41
表4-4 實驗一禮物類屬變數操弄…………………………………………………..42
表4-5 依變項-親近度……………………………………………………………….42
表4-6 實驗一操弄檢定衡量表……………………………………………………..44
表4-7實驗一中介衡量題項…………………………………………………………44
表4-8 受測者基本資料之敘述性統計表…………………………………………..45
表4-9實驗一之信度統計表…………………………………………………………46
表4-10實驗一之情緒操弄檢定…………………………………………………….46
表4-11實驗一之情緒操弄檢定……………………………………………………..47
表4-12 實驗一 親近度ANOVA分析總表………………………………………...48
表4-13 實驗一各組平均值表………………………………………………………48
表4-14 實驗一角色x禮物類屬 單純主要效果…………………………….……..49
表4-15 實驗一角色x情緒 單純主要效果…………………………………….…..49
表4-16 實驗一 送禮者ANOVA分析表……………………………………….…..50
表4-17 實驗一送禮者x情緒 x禮物類屬 單純主要效果………………….….…50
表4-18 實驗一 收禮者ANOVA分析表…………………………………….….….51
表4-19 實驗一收禮者x情緒 x禮物類屬 單純主要效果………………….……51
表4-20 實驗一送禮者中介衡量Bootstrapping 分析數值…………………….….52
表4-21 實驗一收禮者中介衡量Bootstrapping 分析數值………………….……..53
表4-22 實驗一假設驗證表…………………………………………………………53
表5-1 實驗二前測一實驗產品表…………………………………………………..57
表5-2 實驗二前測一喜愛度統計總表……………………………………………..59
表5-3 實驗二前測一價值統計總表………………………………………………..60
表5-4 實驗二情緒變數操弄………………………………………………………..63
表5-5 實驗二情緒變數圖片………………………………………………………..64
表5-6 實驗二禮物類屬變數操弄…………………………………………………..65
表5-7 實驗二操弄檢定衡量表……………………………………………………..66
表5-8實驗一中介衡量題項…………………………………………………….…..66
表5-9 受測者基本資料之敘述性統計表…………………………………………..68
表5-10實驗二之信度統計表………………………………………………………..69
表5-11實驗二之情緒操弄檢定……………………………………………………..69
表5-12實驗二之情緒操弄檢定……………………………………………………..70
表5-13 實驗二 親近度ANOVA分析總表…………………………………….…..71
表5-14 實驗一各組平均值表………………………………………………………71
表5-15 實驗二 角色x禮物價值 單純主要效果…………………………………72
表5-16 實驗二 角色x情緒 單純主要效果………………………………………72
表5-17 實驗二 送禮者ANOVA分析表…………………………………………...73
表5-18 實驗二送禮者x情緒 x禮物類屬 單純主要效果……………………….74
表5-19 實驗二 收禮者ANOVA分析表…………………………………………..74
表5-20 實驗二收禮者x情緒 x禮物類屬 單純主要效果………………………..75
表5-21 實驗二送禮者中介衡量Bootstrapping 分析數值………………………..75
表5-22 實驗二收禮者中介衡量Bootstrapping 分析數值………………………..76
表5-23 實驗二假設驗證表…………………………………………………………78

中文文獻：
Lifewin 線上市調（2012 年 1 月）。〈交換禮物送什麼？全國意向耶誕送禮趨
勢調查〉，《Lifewin 線上市調網》。取自http://life.trendgo.com.tw/epaper/6368
Pollster 線上市調（2012 年 1 月 20 日）。〈國人春節送禮大調查〉，《Pollster 波
仕特線上市調網》。取自http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=1656
王正德（2009 年 8 月 5 號）。〈一千億客製化禮品商機的秘密〉，《動腦新聞》。取自http://www.brain.com.tw/news/realnewscontent.aspx?ID=12935#ArchorAlert
王傳強（2008 年 12 月 22 日）。〈我國文具暨禮品產業概況〉，《台灣經貿網》。
取自http://www.taiwantrade.com.tw/CH/bizsearchdetail/349960/C/
趙峰（民102）。長輩沒交沒教，但你一定要懂的81 種送禮大學問。台北市：
春光。


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