| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 106 === As far as the Chinese society, which exceptionally values interpersonal relationships, is concerned, giving gifts not only conforms to the idea that ‘Courtesy calls for Reciprocity,’ but also urges consumers to attach great importance to the tradition of gift-giving. When it comes to the decision of making purchase for own use, sales promotion is very often considered one of the vital factors; however, less light had been shed upon the research of both gift-giving and promotion together, i.e. to explore whether or not promotion framing would affect purchase decisions under the circumstance of gift-giving. In light of this, by incorporating the Construal Level Theory (CLT) and departing from the circumstance of gift-giving purchase, this study explored different types of promotion framing with different types of purchase intentions, clarified how monetary promotion and nonmonetary promotion affected the consumers by using both product type and gift-giving emotion as moderators, and further put nonmonetary promotion into different categories, i.e. bonus packs, upgrading and free gifts, to acquire comparisons.
This study adopted the experiment survey to test its hypothesis. By using promotion framing as the independent variable, purchase intention as the dependent variable and both product type (hedonic product vs. utilitarian product) and gift-giving emotion (positive appreciation vs. negative guilt) as the intervening variable, an experiment based on three way between-subject factorial design and containing 16 experimental groups, i.e. 4 (promotion framing: bonus packs vs. upgrading vs. free gifts vs. price discount) x 2 (product type: hedonic product vs. utilitarian product) x 2 (gift-giving emotion: positive appreciation vs. negative guilt) was implemented. The convenience sampling was used to invite ordinary consumers (at least 18-year-old) to participate in the experiment and the results showed that (1) under the circumstance of giving gifts, the use of upgrading and free gifts triggered stronger purchase intention compared with bonus packs and price discount, (2) as far as hedonic products are concerned, promotion framing did not affect purchase intention. As far as utilitarian products plus showing positive appreciation are concerned, free gifts increased purchase intention better than bonus packs, upgrading and price discount whereas upgrading increased purchase intention better than bonus packs, free gifts and price discount as far as utilitarian products plus showing negative guilt are concerned, (3) the consumer’s gender and age both intervened the effects created by different promotion framing, e.g. male and younger consumers preferred free gifts whereas female and older consumers preferred upgrading. This study has successfully made contribution to various fields including gift-giving, promotion framing, CLT, etc., and further provided related business operators with references for marketing and promoting their gifts.
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