Social Work

Measuring following behaviour in gift giving by utility function: statistical model and empirical evidence from China

T. Zhang

Discover how social conformity influences gift-giving in China through the research conducted by Tao Zhang. This study reveals surprising trends in gift expenditure and sheds light on behavioral differences across genders and age groups.

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Playback language: English

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Abstract

This study investigates the effects of social conformity on gift-giving in China. A relative index is constructed to capture following behaviors, and a statistical model derived from utility functions measures the likelihood of these behaviors. Panel and dynamic ordinal discrete regressions analyze a nationally representative longitudinal dataset (37,147 individuals over three periods). Results show that over half the population follows others in gift expenses, but this trend declined sharply from 2014-2018. Men are more likely to conform than women, and younger people more than older.

Publisher

Humanities & Social Sciences Communications

Published On

Jun 03, 2022

Authors

Tao Zhang

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