交換禮物活動為台灣社會時下盛行的社交活動之一，從國小學生至中壯年人口皆有機會參與各種團體舉辦的交換禮物活動，尤其以聖誕節期間最為盛行。以聖誕節交換禮物為例，其傳統是源自基督教或天主教組織對貧困者的幫助，而送禮物的行為象徵著慷慨和分享的精神。而在台灣社會中，無論是否為基督教徒或天主教徒，為數不少的民眾皆有參加交換禮物活動的經驗。
因為台灣社會已經達到富足水平，多數人已不需要經由交換禮物獲取生活必需品或是喜愛之物品，因此交換禮物活動逐步轉變成交換代表祝福與關懷的商品，隨著時代演變，年輕世代則喜歡以驚喜感來準備交換的禮物。由於以上的演變，更難以推斷參加交換禮物活動中獲得的禮物為參與者帶來全為正向的活動體驗。
筆者希冀透過實證研究方法，探討目前流行的交換禮物活動所引發之正負評價，除活動之正負評價外，亦希望提供活動主辦方了解活動參與者的需求和期望，並尋找改進活動的方法。故本研究藉由問卷調查，蒐集受測者對準備與獲得禮物時的焦慮感、期待感、實用性、滿意度與驚喜感等個人感受之評鑑，並請受測者針對收受禮物價值與活動體驗進行估價，同時蒐集問卷受測者之人文特徵。
本研究並透過STATA統計分析工具，整理出受測者之交換禮物活動感受與體驗的統計特性，並以量化模型探討受測者個人感受與活動體驗正負價值之相關性，以及推論受測者再次參與交換禮物活動之行為模式，以提供交換禮物活動舉辦者與參與者參考，亦可梳理出一般民眾對於交換禮物活動的理性思考程度。

Gift exchange activities are one of the popular social events in modern Taiwanese society. People from elementary school students to middle-aged adults have opportunities to participate in various gift exchange activities which are hosted by organizations, especially in the Christmas season. The tradition of Christmas gift exchanges is from Christian or Catholic organizations, who were to help the poor, and the act of giving gifts symbolizes the spirit of generosity and sharing. In Taiwanese society, regardless of religious affiliation, many people have experienced participating in gift exchange activities.
Because Taiwanese society has reached a level of affluence, most people no longer need to obtain necessities or their favorites through gift exchanges activities. Consequently, gift exchange activities have gradually shifted into the meanings of blessings and care. Over time, the younger generation likes to prepare gifts with a sense of surprise. Due to these changes, it has been increasingly difficult to predict whether the gifts received in the events bring positive activity experiences to the participants or not.
The author tends to explore the positive and negative evaluations of the currently popular gift exchange activities through empirical research methods. Beyond assessing the positive and negative evaluations, the study also provides activities organizers to realize participants' needs and expectations, and to seek ways to improve gift exchange activities. Therefore, this research uses a survey to collect participants' personal evaluations of their feelings of anxiety, expectation, practicality, satisfaction, and surprise when preparing and receiving gifts. The survey also asks participants to appraise the value of the gifts received and sent, and their overall experience of the event. Additionally, the study also gathers the personal characteristics of the respondents.
Using STATA, this study first analyzes the statistical characteristics of participants' feelings and experiences related to gift exchange activities. Through quantitative modeling, the research explores the relationship between participants' personal feelings and their positive or negative activity experiences during the event. Furthermore, the study aims to analyze participants' behaviors and their likelihood of re-participating in gift exchange activities. The findings could serve as a reference for both organizers and participants of gift exchange activities, and provide insights into people's rational thinking about these activities.

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