Comparison of the Effects of Giving Gift and Relational Investment on Reciprocity Likelihood in B2B Context in Taiwan

Yu-Chen Chen, Rong-An Shang, Yu-Jen Chen
2017 Proceedings of the 3rd Annual International Conference on Management, Economics and Social Development (ICMESD 17)   unpublished
External relationships are required for running businesses. While rooting on Western management theories to run their businesses, Taiwanese business managers are also affected by Chinese culture, such as giving gift to maintain other's face during business negotiation. Hence, it is interesting to know and compare the effects of these two conducts on business partners' reciprocity likelihood(RL). A structural model was tested with data collected from 125 questionnaires. The results show that
more » ... relational investment(RI) and gifting behavior have positive impacts on RL; yet, giving gift, through the mediation of Mianzi(face), exert a stronger affection on RL than RI.
doi:10.2991/icmesd-17.2017.99 fatcat:gdmnypbulfcerdlgnhuiytvade