Gratitude to Other’s Support and the Intent to Purchase the Other-gift

This article aimed at examining the mediation role of reciprocal other-gift motivation and pleasure in spending for other-gift in the effect of gratitude to other’s support on the intent to purchase the other-gift. 279 questionnaire data used to verify hypotheses showed the following results. First, consumers’ gratitude to other’s support positively influences on the reciprocal other-gift motivation, the pleasure in spending for the other-gift and the intent to purchase the other-gift. Second, the reciprocal other-gift motivation has positive effect on the pleasure in spending for the other-gift. Third, the pleasure in spending for other-gift positively influences on the intent to purchase the other-gift. Marketers should give attention to inducing the reciprocal motivation and the pleasure in purchasing their products as the other-gift by focusing on the consumer’s gratitude towards other’s support.