免费赠品会让顾客欣喜吗?——利益一致性框架下的观点  

Will Free Gifts Please Customers:Views Under Benefit Congruency Framework

作　　者：张跃先[1,2] 吴美芝 马钦海 ZHANG Yuexian;WU Meizhi;MA Qinhai(School of Business Administration,Northeastern University,Shenyang 110169,China;School of Management,Northeastern University at Qinhuangdao,Qinhuangdao 066004,China)

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169 [2]东北大学秦皇岛分校管理学院,河北秦皇岛066004

出　　处：《东北大学学报（社会科学版）》2021年第2期38-47,共10页Journal of Northeastern University(Social Science)

基　　金：河北省自然科学基金资助项目(G2019501054);河北省社会科学基金资助项目(HB18GL003)。

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。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.

关 键 词：免费赠品促销 利益一致性框架 感知不确定性 

分 类 号：F279.14[经济管理—企业管理]