Personal values and gift giving act: a proposed connection

Sérgio Cruz Passos; Ramon Silva Leite; Marcelo de Rezende Pinto

doi:10.18046/j.estger.2020.155.3539

Autores/as

Sérgio Cruz Passos Chief, Technology Officer, Take.net, Belo Horizonte, Brazil. https://orcid.org/0000-0003-1386-509X
Ramon Silva Leite Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil https://orcid.org/0000-0003-2212-9510
Marcelo de Rezende Pinto Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil. https://orcid.org/0000-0002-3251-2460

DOI:

https://doi.org/10.18046/j.estger.2020.155.3539

Palabras clave:

dar regalos, valores personales, actitudes, comportamiento del consumidor

Resumen

El consumo de regalos es relevante y una gran parte de las ventas comerciales se realizan en tiempos tradicionalmente marcados por la entrega de regalos, como la Navidad. El propósito de este artículo es proponer y validar un modelo que mida la influencia de los valores personales en el acto de dar regalos, considerando también el papel del género en estas relaciones. Con este fin, se realizó una encuesta a 1.085 consumidores. A través de modelación de ecuaciones estructurales con mínimos cuadrados parciales (PLS-SEM, por sus siglas en inglés), se verificó que el acto de dar regalos es influenciado por cinco valores personales: autodeterminación, hedonismo, tradición, realización y poder. Los resultados muestran que los valores personales pueden usarse para predecir el comportamiento de dar regalos. Este estudio integra las teorías de Gift Giving y Valores Personales para comprender mejor las actitudes y comportamientos de los consumidores.

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