臺灣博碩士論文加值系統

送禮是人際互動中常見的行為，而在送禮行為中會因許多因素，干擾收禮者對禮物的感受，進而影響對送禮者的感謝，故本研究旨在研究收禮者之權力地位對送禮者的感謝程度進行相關之探討，希望能夠透過不同的收禮情境，了解不同權力地位之收禮者的心理感受，並期望送禮者能夠根據不同的送禮對象，進行送禮行為，藉此讓送禮者能達到送禮意圖，且讓收禮者感受到送禮者之誠意。本研究並整理過去相關的重要理論和文獻，提出研究假設。最後，本文採用實驗設計進行假設之驗證，並得出幾項結論：(1) 高權力地位者對送禮者之感謝程度會低於低權力地位者。(2)收禮情境之不同會確實影響感謝程度。

Gift-giving is a common interpersonal behavior, and serval factors may affect gratefulness of gift-receivers. The purpose of this research is to investigate whether gift-giving situation may moderates relationship between the power state of receiver and gratefulness.
The study conducts an experimental design to investigate the hypotheses. The results show that: (1) high power state receivers show higher gratefulness than low power state receivers; (2) gift-giving situation is confirmed as a moderator.

摘要 I
Abstract II
致謝辭 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第三節、 研究流程 3
第二章、 文獻探討 4
第一節、 權力地位 4
第二節、 收禮行為 5
第三章、 研究方法 8
第一節、 研究架構 8
第二節、 研究假設 8
第三節、 研究設計 9
第四節、 變數定義 10
第四章、 研究結果與分析 11
第一節、 敘述性統計分析 11
第二節、 信度分析 11
第三節、 操弄檢定 12
第四節、 研究假設檢定 12
第五章、 結論與建議 14
第一節、 研究結論 14
第二節、 行銷意涵 15
第三節、 研究限制 16
參考文獻 17

圖目錄
圖 1-1研究流程圖 3
圖 3-1研究架構圖 8
圖 4-1權力地位高低與收禮情境之交互關係 13

表目錄
表 4-1對送禮者感謝程度平均數分析 13

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