TY  - JOUR 
TI  - Personal values and gift giving act: a proposed connection
JO  - Estudios gerenciales Vol. 36, No. 155 - 2020;
PB  - Universidad Icesi
PY  - 2020
issn 0123-5923
AB  - The  consumption  of  gifts  is  relevant  and  many  commerce  sales  are  carried  out  during  traditional  times  of  gift-giving,  such  as  Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

KW  - Regalos
KW  - Valores personales
KW  - Actitudes
KW  - Comportamiento del consumidor
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/86954
ER  -