基于感知不确定性和顾客类型交互作用的网上免费赠品与顾客惊喜的关系研究  

Whether or Not Delight Customers by Presenting Free Gift for Online Retailers?The Moderating Role of Perceived Uncertainty and Customer Type

作　　者：张跃先 马钦海[2] 张晓飞 ZHANG Yuexian;MA Qinhai;ZHANG Xiaofei(Northeastern University,Shenyang,China)

机构地区：[1]东北大学秦皇岛分校管理学院 [2]东北大学工商管理学院

出　　处：《管理学报》2019年第1期104-115,共12页Chinese Journal of Management

基　　金：国家社会科学基金资助项目(17BGL089);中央高校基本业务费国家项目培育种子基金资助项目(N172304018);辽宁省社会科学基金资助项目(L17BGL002)

摘　　要：基于顾客惊喜情绪评价,探讨了网上商家提供免费赠品对顾客惊喜的影响,考察了感知不确定性和顾客类型的调节作用。研究结果表明,感知有用性、感知质量、感知独特性和感知一致性显著且正向影响顾客惊喜,而感知成本对顾客惊喜则没有显著影响;顾客类型和感知不确定性显著调节免费赠品特征与顾客惊喜之间的关系,且顾客类型与感知不确定性的复合调节作用显著,表现出不同的特征。Based on the evaluation of customer surprise emotions,this study deeply explored the effect of online merchants providing free gift on customer delight,and examined the moderating role of perceived uncertainty and customer type.The results indicated that perceived usefulness,perceived quality,perceived ingenutity,and perceived fit significantly and positively affect delight,while perceived cost has no significant impact on customer surprises.It was also found that perceived uncertainty,customer type,and the interaction between them significantly moderate the relationship between free gift characteristics and delight.

关 键 词：免费赠品促销 顾客惊喜 感知不确定性 顾客类型 

分 类 号：C93[经济管理—管理学]