东北大学学报（社会科学版）

东北大学学报（社会科学版） ›› 2021, Vol. 23 ›› Issue (2): 38-47.DOI: 10.15936/j.cnki.1008-3758.2021.02.006

• 经济与管理研究 • 上一篇    下一篇

免费赠品会让顾客欣喜吗?——利益一致性框架下的观点

张跃先1,2，吴美芝1，马钦海1   

  1. (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)
  • 出版日期:2021-05-12 发布日期:2021-03-23
  • 通讯作者: 张跃先
  • 作者简介:张跃先(1978-)，女，河北承德人，东北大学副教授，管理学博士，主要从事网络消费者行为和营销管理研究;马钦海(1963-)，男，山东鱼台人，东北大学教授，博士生导师，主要从事服务与营销管理研究。
  • 基金资助:
    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)。

Will Free Gifts Please Customers: Views Under Benefit Congruency Framework

ZHANG Yuexian1,2， WU Meizhi1， MA Qinhai1   

  1. (1. School of Business Administration， Northeastern University， Shenyang 110169， China; 2. School of Management， Northeastern University at Qinhuangdao， Qinhuangdao 066004， China)
  • Online:2021-05-12 Published:2021-03-23
  • Contact: -
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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。

关键词: 免费赠品促销; 利益一致性框架; 感知不确定性

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.

Key words: free gifts promotion; benefit congruency framework; perceived uncertainty

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