享乐性与实用性对赠品促销效果的影响

The Influence of Hedonic and Utilitarian Attributes on the Effectiveness of Free-gifts Promotion

在营销实践中,赠品促销日益成为最普遍使用的非金钱促销方式,因而如何使赠品促销获得更好的营销效果便成为一个值得关注的问题。国内外已有研究从品牌价值、产品属性等角度对不同促销方式的效果进行了横向比较,但少有专门就不同产品类型的赠品促销效果予以研究。本文从利益一致性框架的角度,考察赠品的实用性和享乐性对赠品促销有效性的影响。研究表明:享乐性赠品比实用性赠品的营销效果更好;在消费者购买享乐品时,享乐性赠品也比实用性赠品有更好的促销效果;但在消费者购买实用品时,两类赠品无显著的促销效果差异。

In marketing practice, free - gifts promotion is becoming the most widely used way of nonmonetary promotion, thus, how to achieve better marketing effectiveness in free - gifts promotion emerges to be an issue to be concerned. Domestic and foreign studies have done horizontal comparisons of marketing effectiveness among different promotion methods from perspectives like brand equity, product attributes, etc. , but there are few specialized studies on marketing effectiveness of different types of product in free - gifts promotion. The paper studies the influence of product attribute as a mediator on free - gifts promotion effectiveness, and proposes that hedonic gifts have better promotion effectiveness than utili- tarian gifts; in addition to that, when consumers are purchasing hedonic goods, hedonic gifts＇ promotion effectiveness is also higher than that of utilitarian gifts; however, when consumers are purchasing utilitarian goods, two types of promotional gifts have no significant difference in promotion effectiveness.