by Lu Li-Na. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 37-39). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / CHAPTERS / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Introduction --- p.1 / Chapter 1.2 --- Research Objective --- p.2 / Chapter 1.3 --- Outline of this Study --- p.3 / Chapter II. --- LITERATURE REVIEW AND MODEL DEVELOPMENT --- p.4 / Chapter 2.0 --- Overview --- p.4 / Chapter 2.1 --- Previous Research --- p.4 / Chapter 2.2 --- Conceptual Framework --- p.6 / Chapter 2.3 --- Conceptual Model --- p.8 / Chapter 2.4 --- Hypotheses --- p.10 / Chapter 2.4.1 --- The Effect of Attitude toward Gift Receiving on Intention to Reciprocate --- p.10 / Chapter 2.4.2 --- "The Effects of Closeness, Usefulness, and Occasion on Attitude toward Gift Receiving" --- p.11 / Chapter 2.4.3 --- The Effect of Positive Feelings on Attitude toward Gift Receiving --- p.12 / Chapter III. --- METHODOLOGY --- p.14 / Chapter 3.0 --- Overview --- p.14 / Chapter 3.1 --- Research Design --- p.14 / Chapter 3.2 --- The Sample and the Sampling Procedures --- p.15 / Chapter 3.3 --- Data Collection Procedures --- p.15 / Chapter 3.4 --- Manipulations --- p.16 / Chapter 3.5 --- Operationalization of Constructs --- p.18 / Chapter 3.6 --- Data Analysis --- p.19 / Chapter 3.6.1 --- Manipulation Check --- p.19 / Chapter 3.6.2 --- Structural Equation Modeling --- p.20 / Chapter 3.7 --- Research Activities --- p.21 / Chapter 3.7.1 --- In-Depth Personal Interviews --- p.21 / Chapter 3.7.1.1 --- Objective of In-Depth Personal Interviews --- p.21 / Chapter 3.7.1.2 --- Method of In-Depth Personal Interviews --- p.22 / Chapter 3.7.1.3 --- Results of In-Depth Personal Interviews --- p.22 / Chapter 3.7.2 --- Preliminary Survey on Useful Gifts --- p.23 / Chapter 3.7.2.1 --- Objective of Preliminary Survey on Useful Gifts --- p.23 / Chapter 3.7.2.2 --- Method of Preliminary Survey on Useful Gifts --- p.23 / Chapter 3.7.2.3 --- Results of Preliminary Survey on Useful Gifts --- p.24 / Chapter 3.8 --- Pretest --- p.24 / Chapter IV. --- FINDINGS AND ANALYSIS --- p.26 / Chapter 4.0 --- Overview --- p.26 / Chapter 4.1 --- Manipulation Check --- p.26 / Chapter 4.2 --- Structural Equation Modeling Results --- p.27 / Chapter 4.4.1 --- Measurement Model Results --- p.27 / Chapter 4.4.2 --- Structural Model Results --- p.30 / Chapter V. --- CONCLUSIONS --- p.33 / Chapter 5.0 --- Overview --- p.33 / Chapter 5.1 --- Discussion --- p.33 / Chapter 5.2 --- Managerial Implications --- p.34 / Chapter 5.3 --- Limitations --- p.35 / Chapter 5.4 --- Future Research Directions --- p.36 / REFERENCE --- p.37 / Books --- p.37 / Periodicals --- p.38 / APPENDIX --- p.40 / Chapter 1. --- Scenarios --- p.40 / Chapter 2. --- Questionnaire Outline --- p.45 / Chapter 3. --- Personal Interviews Script for Gift Receiving --- p.46 / Chapter 4. --- Preliminary Survey on Useful Gifts --- p.77