A research on determining the factors that affect the satisfaction in gift giving behaviour

Gift giving refers to the exchange of materials, services and experiences between parties free of any monetary burden. In this regard, gift giving is the subject of marketing as a consumption activity. Moreover, sales of gift products are increasing day by day and are gaining importance in the retail market where competition is intense. Understanding and interpreting the gift giving behaviors of the consumers will provide competitive advantage to the companies. The aim of this research is to identify the factors that influence the satisfaction in gift giving behaviour and to determine the relations between these factors. For this purpose, as a result of literature review, first, a model showing the route to satisfaction with gift giving behavior and a survey form has been formed for collecting data to test the proposed research model. The prepared survey has been applied to the consumers that are determined by convenience sampling method. In the phase of data analysis, in addition to descriptive statistics exploratory and confirmatory factor analyzes have been utilized so as to test the reliability and validity of the model. Structural equation modeling technique has been used to test the structural validity of the proposed model. According to research findings, the type of relationship between gift-giver and recipient, and the gift-giving motives influence the gift-giver's satisfaction. In addition, the type of relationship between the gift giver and the recipient affects occasion, gift giving motives, sacrifice of the giver. Gift giving occasion affects the sacrifices of the gift giver. Gift giving motives affect sacrifice of the giver, gift value. The sacrifice of the giver affects gift value. Furthermore, significant differences have been found between the demographic characteristics of the consumers and the variables affecting gift giving.