... This finding is just reverse of the finding of Belk (1973). Ruth, Brunel, Otnes (1999) classified categories of gift-giving into public occasion (i.e., Christmas, Chinese New Year), individual ... described in details the stages of the whole gift-exchange processes, researchers have examined the influence of many variables within these stages. This model divides gifting activities into ... (1980) views the giving of gift as a rhetorical gesture in social communication. (Belk 1976; 1979; Caplow 1982; Cheal 1988) consider gift giving is instrumental in maintaining social ties and...