【摘要】 为了了解免费赠品促销本质,以利益一致性框架理论为基础,构建一个影响顾客欣喜的作用模型,刻画了感知不确定性和顾客类型的调节作用。研究结果表明:与不送免费赠品相比,免费赠品促销能够显著增强顾客欣喜;享乐型产品提供享乐型赠品比实用型赠品更能增强顾客欣喜,实用型产品提供享乐型赠品和实用型赠品在驱动顾客欣喜情绪上没有显著差异,且顾客类型和感知不确定性显著调节享乐型产品-赠品组合利益与顾客欣喜之间的关系。更多还原

【Abstract】 In order to grasp the essence of free gifts promotion based on the theory of benefit congruency framework,this paper constructs a model that affects customer delight and examines the moderating effect of perceived uncertainty and customer type.It is found in the study that compared with not giving free gifts,free gifts promotion can significantly enhance customer delight.Hedonic gifts are more effective than utilitarian gifts in driving customer delight when customers purchase hedonic products.Differently,utilitarian gifts and hedonic gifts have no significant difference in driving delight when customers purchase utilitarian products.Additionally,customer type and perceived uncertainty significantly moderate the relationship between hedonic product-gift promotion benefits and customer delight.更多还原