Difference between Men and Women in Received Gift Compensation

Document Type : Original Article

Authors

1 Assistant Professor, UnAssistant Professor, University of Guilaniversity of Guilan

2 Assistant Professor, University of Guilan

3 MSc. Business Administration, University of Guilan.

10.29252/jbmp.15.26.123

Abstract

Gift giving is features of traditional as well as modern societies and also, is part of symbolic exchange rituals. The objective of this research is to investigate the impact of received gift value on intention to gift compensation of gift receivers with moderating role of gender and with mediating role of obligation. In this study, 341 gift shop customers were surveyed. Smart Partial Least Square (PLS) was employed to analyze data. Analysis shows that received gift value has an impact on intention to gift compensation and this impact is greater with the mediating role of obligation. Also analyses show that gender moderates the relation between received gift value and gift compensation intention and the men are more intended compensate the received gift compensation.

Keywords

References

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History

  • Receive Date: 22 October 2016
  • Revise Date: 23 June 2021
  • Accept Date: 31 December 2020

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