The Effects of Consumer's Gift-Receiving Metacognition on Gift-Receiving Reaction

• Main Authors: TZU-YU HUNG, 洪慈郁
• Other Authors: Shu-Ling Liao
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/6979mm

碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 106 === The purpose of this study was to investigate the effect of gift-receiving metacognition on expressive responses to the gift giver after the recipient has received the gift. This study includes cultural metacognition as the independent variable, sociality metacognition and interactive metacognition as the mediator variables. The study further examines the effects of four moderating variables: gift satisfaction, gift relationship, receiver’s empathy and cognitive similarity. By online survey through convenience sampling, the study collected 400 valid questionnaires in total. After statistical analysis of the structural equation model, the research results show: Cultural metacognition has no direct effect on gift-receiving expressive reaction, rather, it has an indirect positive effect on gift-receiving expressive reaction through sociality metacognition and interactive metacognition. For the moderating effects, gift satisfaction can interfere with sociality metacognition and the effect of interactive metacognition on the expressive response; giver-receiver relationship can interfere with sociality metacognition and the effect of interactive metacognition on the expressive response; receiver’s empathy can interfere with sociality metacognition and the effect of interactive metacognition on the expressive response, and finally receiver’s cognitive similarity can interfere with sociality metacognition and the effect of interactive metacognition on the expressive response.