The "Kawaii" Connection: A Multidimensional Model of Z-Generation Gift-Giving Behavior Influenced by Social Dynamics and Digital Platforms

This paper presents a comprehensive multidimensional model for understanding Generation Z's gift-giving behavior, integrating social exchange theory, consumer decision-making processes, and the unique influence of "Kawaii" aesthetics in digital contexts.Through synthesizing diverse theoretical frameworks including Social Exchange Theory, Gift Economy principles, Emotional Value Theory, and Digital Influence Models, we propose an integrated approach to analyzing how Z-Generation consumers navigate gift selection and exchange.Our model particularly emphasizes the role of "Kawaii" culture as a global phenomenon influencing consumer preferences, the impact of digital platforms and influencer marketing, and the significance of peer showcasing in driving consumption patterns.The findings offer valuable insights for both academic research and practical marketing applications, providing a nuanced understanding of how traditional gift-giving practices evolve within digitally native generations.