Understanding Self-gift Consumer Behaviour of Chinese Adults

Wang, Fangfang (2008) Understanding Self-gift Consumer Behaviour of Chinese Adults. [Dissertation (University of Nottingham only)] (Unpublished)

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The research aims to explore SGCB in the context of China, focusing on the influence of Chinese culture on the nature, contexts and emotions associated with SGCB.

SGCB was initially studied in Western societies. Mick, DeMoss and Faure are the key scholars in the field of studying SGCB, but most of their works are based on the context of Western countries. At present, there are no works addressing SGCB in China. The CIT interviews were adopted in this research. Fifty-two Chinese adults were interviewed, recalling the real SGCB experiences. To gather rich information for the study, the interviewees from different age ranges, genders, marital status and employment status were interviewed.

Not only does the research support and confirm the literatures regarding SGCB, but also analyses the features of SGCB in China. As a collectivist nation, the Confucian thoughts have immersed into the Chinese culture, which heavily affect the Chinese people to engage in SGCB.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 29 Sep 2008
Last Modified: 16 Feb 2018 05:51
URI: https://eprints.nottingham.ac.uk/id/eprint/22294

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