Advanced Search
Journal search
Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues


Previous article.Icon: Print.Table of Contents.Next article.Icon: .

Chinese cultural values and gift-giving behavior

Document Information:
Title:Chinese cultural values and gift-giving behavior
Author(s):Wang Qian, (Singapore Chinese Chamber, Institute of Business, Singapore), Mohammed Abdur Razzaque, (The University of New South Wales, Sydney, Australia), Kau Ah Keng, (National University of Singapore, Singapore)
Citation:Wang Qian, Mohammed Abdur Razzaque, Kau Ah Keng, (2007) "Chinese cultural values and gift-giving behavior", Journal of Consumer Marketing, Vol. 24 Iss: 4, pp.214 - 228
Keywords:China, Consumer behaviour, National cultures
Article type:Research paper
DOI:10.1108/07363760710756002 (Permanent URL)
Publisher:Emerald Group Publishing Limited

Purpose – The purpose of this paper is to report the results of a study undertaken to investigate the gift-giving behavior of consumers in the People's Republic of China (PRC) during the Chinese New Year and the influence exerted by Chinese cultural values on such behavior.

Design/methodology/approach – Using a survey among a large sample of people in the city of Tianjin, gift-giving behavior was measured by the importance accorded to gift-giving, the amount given, the effort spent on gift selection and brand orientation when selecting gifts. The cultural values examined were renqing (human obligations), guanxi (relationship), yuan (destiny or fate), reciprocity, family orientation and Mianzi (face). Factor analysis and structural equation modeling were used to analyze the data.

Findings – Results indicated that Chinese cultural values as a whole as well as most of its components investigated in this research had positive effects on the various gift-giving behaviors. The “face” component was, however, found to affect only the importance attached to gift-giving, the amount given and the choice of brand.

Research limitations/implications – Research results should be interpreted with caution as the study was limited to Tianjin – one of the several major cities in the PRC. Also the Chinese New Year may not be representative of other occasions when gifts are exchanged.

Practical implications – The results of this investigation would benefit practitioners involved in the marketing of “gift items” in the PRC by providing them with a clear understanding of the general consumption patterns of the PRC urban consumers, insights into the various antecedents of gift-giving and linking them with various aspects of Chinese cultural values. The research findings would also benefit researchers, academics and others interested in the PRC market by making them familiar with some of the salient aspects that characterize Chinese consumers.

Originality/value – This study develops a new model describing the relationships among values (Chinese cultural value and personal value), motivation for gift-giving and gift-giving behavior. It also develops new scales for measuring the constructs such as Chinese cultural values, motivation for gift-giving and gift-giving behavior.

Fulltext Options:



Existing customers: login
to access this document


- Forgot password?
- Athens/Institutional login



Downloadable; Printable; Owned
HTML, PDF (470kb)

Due to our platform migration, pay-per-view is temporarily unavailable.

To purchase this item please login or register.


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian

Marked list

Bookmark & share

Reprints & permissions