從消費價值的觀點探討華人的美食禮物贈送之行為

Food-Gift Giving in the Chinese Culture - A Perspective from Consumption Values

由於食物在華人文化中具備特殊的意義，因此食物長久以來在華人的禮物贈送行為中具備著關鍵的地位。本研究從消費價值的觀點，採用半結構式訪談與紮根理論法探究華人文化中的美食禮物的價值與禮物贈送行為。研究結果發現，美食禮物具備功能價值、社交價值、情感價值、知識價值與附加價值。此外，禮物贈送場合、目的、以及禮物給與者和接受者彼此的關係皆會影響美食禮物的價值。最後本研究提供學術貢獻以及實務界實質建議，並且同時指出研究限制與提供未來研究方向。

Food plays an important role in Chinese gift-giving behaviors because of its particular meanings within the context of Chinese culture. This study investigated the values of food gifts and gift-giving behaviors within the Chinese culture by employing semi-structured interview and grounded theory approach based on the consumption values perspective. Research findings pointed out that food gifts hold functional, social, emotional, epistemic,and conditional values as determined by the gift givers and recipients. Moreover, occasions, purposes of gift-giving, and relationships between givers and recipients all influence the values of food gifts. The present study should benefit not only academia but also food gift practitioners. Research limitations and recommendations are also provided.