Comparison of the Effects of Giving Gift and Relational Investment on Reciprocity Likelihood in B2B Context in Taiwan

DOI

10.2991/icmesd-17.2017.99How to use a DOI?

Keywords

Gift, Manipulative Intent, Relational Investment, Mianzi, Value.

Abstract

External relationships are required for running businesses. While rooting on Western management theories to run their businesses, Taiwanese business managers are also affected by Chinese culture, such as giving gift to maintain other's face during business negotiation. Hence, it is interesting to know and compare the effects of these two conducts on business partners' reciprocity likelihood(RL). A structural model was tested with data collected from 125 questionnaires. The results show that both relational investment(RI) and gifting behavior have positive impacts on RL; yet, giving gift, through the mediation of Mianzi(face), exert a stronger affection on RL than RI.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yu-Chen Chen
AU  - Rong-An Shang
AU  - Yu-Jen Chen
PY  - 2017/05
DA  - 2017/05
TI  - Comparison of the Effects of Giving Gift and Relational Investment on Reciprocity Likelihood in B2B Context in Taiwan
BT  - Proceedings of the 3rd Annual International Conference on Management, Economics and Social Development (ICMESD 17)
PB  - Atlantis Press
SP  - 551
EP  - 556
SN  - 2352-5428
UR  - https://doi.org/10.2991/icmesd-17.2017.99
DO  - 10.2991/icmesd-17.2017.99
ID  - Chen2017/05
ER  -