中国素有礼仪之邦的美称,一向推崇礼尚往来,概因传统中国社会主要依靠伦理道德维系。只是不知从何时起,礼变得越来越物化,竟至于在很多场合不以礼相赠,就是礼数不周了。近年来,礼更是大有货币化之趋势——相比精心挑选礼物,越来越多的人选择直接馈赠金钱或礼品卡。为什么会有这种变化趋势?送礼的背后又蕴含着怎样的经济逻辑? China is full of the reputation of etiquette and has always respected the reciprocity of reciprocity. The reason is that traditional Chinese society mainly depends on ethics and morality. Just do not know since when, the ritual becomes more and more materialized, but as for many occasions do not gift gift, is the etiquette. In recent years, the courtesy has been a trend of monetization - more and more people choose to donate money or gift cards more than carefully selected gifts. Why is there such a trend? What kind of economic logic is behind the gifts?