Abstract：In the recent years, because of improvement of global economic integration, people also think highly of cultural diversification. In the cross-cultural communication, gift-giving is an improvement part. As different nation has different culture, the cultural values would different too. Gift-giving is an important research issue which is widely discussed at home and abroad. But through these researches, the range is too wide to discuss, most of them are discussed between China and western countries, and the reasons are different. Hence this dissertation focus on the differences of Chinese and American customs of gift-giving and analyzes the cultural values between the two different countries. From perspective of cultural values, this paper illustrates collectivism and individualism, mianzi (face), guanxi (interpersonal relationship) in China and America and illustrates how these cultural values influence gift-giving. At last we came to conclusion, cultural values have great influence on gift-giving. We should respect each culture and understand the differences so as to communicate with other countries well.
Key words: gift-giving; cultural values; collectivism; individualism; mianzi; guanxi
中文摘要：近年来，由于全球经济一体化的加深， 文化的多元化也随之受到重视。在跨文化交际中，送礼是其跨文化交际中一大重要的部分。不同文化的差异，文化价值观也会随之改变。送礼是国内外研究的一个重要课题，但这些研究范围都过于广泛，都是一中国和西方为主，而且其分析原因也过于广泛。因此，本论文是在探讨中美两国送礼习俗的差异上，分析文化价值观对送礼习俗的影响。而在文化价值观上， 又浅析了个人主义和集体主义，面子观，人际关系对中美两国的影响并分析其与送礼的关系。最后得出结论，文化价值观对送礼的影响尤其重要，我们应该尊重各国的文化，求同存异，与各国有进一步的交流。
关键词：送礼；文化价值观；集体主义；个人主义；面子观；人际关系
