女性朋友礼品卡赠送

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2021-09-17 DOI:10.1080/10696679.2021.1973903

Stephanie T. Gillison, S. Beatty, K. Reynolds

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引用次数: 0

摘要

鉴于礼品卡在市场上的持续强劲增长，我们提供了三个关于女性朋友赠送礼品卡的研究。回顾性研究表明，接收礼品卡的人难以购买、以前的礼品卡历史、更大的物理距离以及双方之间更密切的关系与更高水平的朋友礼品卡赠送有关。在两种情况下，送礼人对赠送礼品卡的态度、难以购买的礼品卡和距离较远的礼品卡收礼人以及双方之间的礼品卡历史倾向于增加赠送礼品卡的可能性(相对于实物礼品)，而与收礼人的亲密关系降低了赠送礼品卡的可能性(相对于实物礼品)。此外，四个独特的朋友礼品卡赠送环节被识别和验证。

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Female-friend gift-card giving

ABSTRACT Given the continuing strong growth of gift cards in the marketplace, we offer three studies focused on female-friend gift-card giving. Retrospective accounts indicate difficult-to-buy-for recipients, previous gift-card history, greater physical distances, and closer relationships between the parties were associated with greater levels of friend gift-card giving. In two scenarios, giver attitudes toward giving gift cards, difficult-to-buy-for and further-away recipients, as well as gift-card history between the parties tended to increase gift-card likelihoods (versus physical gifts), while close relationships with recipients decreased the likelihood of gift-cards (versus physical gifts) given. Additionally, four unique friend gift-card giving segments are identified and validated.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.