偷偷地送什么?隐藏式赠品促销对网络店铺忠诚的影响研究

Secretly Sending What Promotional Gifts?——A Study on the Influence of Hidden Gift Promotion upon Loyalty to Online Stores

隐藏式赠品促销是指在网络购物市场中,消费者拆开包装时才知道商家有赠品相送的促销形式。尽管这种促销方式已经成为网络市场中常用的促销手段,但其作用却很少被学者们提及。文章使用实验和问卷两种方法验证了主假设,使用问卷法验证了调节作用假设,实证研究结果表明:(1)与不送赠品相比,隐藏式赠品促销能够显著提高消费者的网络店铺忠诚度。(2)赠品有用性、主赠品品牌匹配关系、主赠品享乐/实用属性匹配关系能够调节隐藏式赠品促销与消费者的网络店铺忠诚之间的关系,即当赠品有用性较高、主赠品品牌相异、主赠品享乐/实用属性匹配时,与不送赠品相比,隐藏式赠品促销能够显著提高消费者的网络店铺忠诚度;当赠品有用性较低、主赠品品牌相同、主赠品享乐/实用属性不匹配时,隐藏式赠品促销和不送赠品对消费者的网络店铺忠诚的影响无显著差异。

The hidden gift promotion refers to one of the promotional forms that online stores post the promotional gift togeth-er with the product（ s） a consumer has ordered on the online shopping market but the consumer not knowing about the gift promo-tion before opening the package. It has become one of the most popular means of promotion on the online market, but the function of hidden gift promotion is rarely mentioned by scholars. In this paper,experiment and questionnaire methods are adopted to veri-fy the main hypothesis and questionnaire method is used to verify the hypothesis of moderating effect. The empirical results show that： （ 1） compared with no gifts, the hidden gift promotion has a significantly positive impact upon the loyalty to online stores; （ 2） the usefulness of the gift, the matched relationship between brands of the promoted product（ s） and gifts, the matched rela-tionship between hedonic/practical attributes of the promoted product（ s） and gifts,etc. can moderate the relationship between hidden gift promotion and consumer’s loyalty to online stores. When the gift is very useful,the promoted product and the gift are of different brands,or the promoted product and the gift have the matched hedonic/practical attributes,the hidden gift promotion can improve consumer’s loyalty to online stores significantly compared with no gifts. When the gift is low in usefulness,the pro-moted product and the gift are of the same brand,or the promoted product and the gift have the unmatched hedonic/practical at-tributes, the hidden gift promotion makes no remarkable difference to the impact of consumer’s loyalty to online stores compared with no gifts.