모바일 선물하기 이용동기, 사용경험 및 보답기대가 관계만족에 미치는 영향

This study aimed to examines how motivations for mobile gifting, usage experiences, and expectations of reciprocity influence relationship satisfaction. An online survey was conducted with 600 adult men and women in their 20s to 50s who had prior experience using mobile gifting platforms. The main findings are as follows. First, among the motivations for mobile gifting, altruistic motivation was significantly higher than self-management and obligation motivations. In terms of usage experiences, participants rated convenience highest, followed by commercialization, personalized information utilization, everyday enjoyment, and burden. Expectations of reciprocity were slightly below average. Second, analysis by gender revealed that women exhibited significantly higher levels of altruistic motivation, convenience, commercialization, and personalized information utilization experiences than men, while no significant gender difference was found in expectations of reciprocity. Third, in terms of age differences, participants in their 20s reported higher levels of self-management and obligation motivations compared to older age groups, and demonstrated significantly higher experiences across all usage aspects except for convenience. Fourth, higher levels of self-management motivation, altruistic motivation, perceived convenience, everyday enjoyment, and expectations of reciprocity were associated with higher relationship satisfaction. Based on these findings, this study discusses how the integration of gifting and technology is reshaping consumer behaviors related to gifting, and transforming broader patterns of social interaction.