Wondering What to Buy a Gift to Intimacy Relationships? Learn How to Give to Make Yourself Happier!

• Main Authors: Chang, Ya-Han, 張雅涵
• Other Authors: Fang, Wen-Chang
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/924h8e

碩士 === 國立臺北大學 === 企業管理學系 === 105 === As national income continues to rise, only the pursuit of material consumption in the past been unable to reach a better life for the people's increasing desire. If aperson's basic needs are satisfied, unless the money is used to satisfy a higher level ofpsychological needs, or will not significantly improve the happiness. Van Boven and Gilovich first divided the consumption into material consumption and experience consumption. He emphasized the importance of experiential consumption, and subsequent research on this field began to flourish from then. However, past research has focused on personal consumption. But if the purpose of consumption is for giving, what will be the result? In the context of giving, we explore how the giver will choose their consumption type when faced with different intimate relationships, and discuss the psychological needs of the giver and their happiness. There are four experiments in our research. In study 1, we explore how the distance between the giver and the receiver (far, near) will affect the giver's consumption type. From study 2 to study 4, we subdivided close relationship into friendship (study2), romantic relationship (study 3) and family relationship (study4). Research on the relationship between consumption type and happiness, also psychological needs as a mediator variable to explore which psychological needs were satisfy the giver.