| Abstract |
| Gift-giving is a special behavior where both givers and receivers are interactively involved. Thus, emotion and satisfaction for both sides are core factors in gift-giving research. Recently, gift-giving expands to a mobile venue by the growth of the industries in Korea. In accordance with this trend, some studies have been conducted regarding mobile gifts called `Gifticon`. However, most of them focused on the phenomenon based on the usage patterns and motives from the perspectives of givers. This study aimed (1) to figure out the emotional differences according to the action of giving Gifticons, and (2) to understand the effects of role and intimacy on the level of gift satisfaction. The results showed that, recipients felt higher levels of positive emotions such as excitement and thrill than givers whereas givers had different levels of gift-satisfaction depending on the intimacies to the receivers. This study is expected to suggest marketing strategies by providing psychological contemplations to a new form of gift-giving behavior, which is expanding toward a new mobile market. Further, it also suggests managerial implications by understanding the level of consumers` satisfaction from the role in Gifticon-giving situations and the intimacies between givers and recipients. |
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| Key Words |
| 기프티콘, 모바일 쿠폰, 모바일 상품권, 선물 증여행위, Gifticon, Mobile Coupon, Mobile Voucher, Gift-giving Behavior |
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