Examining the behaviour of re-gifting using a multi-method approach.
Degree GrantorUniversity of Canterbury
Degree NameMasters of Commerce
This study investigated the behaviour of re-gifting using both qualitative and quantitative research methods. Re-gifting is the gift-giving behaviour of giving a gift that was previously given to you, to another with the pretence that you purchased the gift. The qualitative phase used semi-structured interviews to uncover an initial understanding of re-gifting behaviour from participants’ selected using purposive sampling. The main findings arising from this phase showed that re-gifters used three main factors to determine when it is appropriate to re-gift. These three factors, relationship, occasion and gift were used as the basis of the conceptual framework. This framework was then analysed using an online experiment with the use of vignette techniques which was the focus of the quantitative phase. The study focused on understanding what influences individuals decisions to re-gift. The main factors of interest were how the gift, occasion and relationships involved influenced re-gifting intentions. Re-gifting attitudes where analysed using the factors gift-giving attitudes, previous re-gifting experiences and frequency of re-gifting. A total of 211 responses were collected from Web users from around the world. The study suggests that re-gifters are influenced by the relationships involved and the type of gift, not the occasion. Re-gifting attitudes can be influenced by previous re-gifting experiences. This study has numerous practical implications, more specifically for retailers and charity organisations. This study adds major contributions to both gift-giving and disposition literature and introduces the area of re-gifting. Future research in cultural differences, gender differences and re-gifters versus non re-gifters suggested.