A study of the fitness of the gift and the product on consumers’ perception value and purchasing intention

Authors: Yang-Chu Lin, Chiun-Yi Chen

Journal: Chiao Da Management Review. Dec. 2006, 26(2): 123-154.

Keywords: Perception value; Benefit consistence; Fitness

Abstract:
The major purpose of this research is to discuss how the fitness of the gift and the product, the timing of the incentive, and the consistence of the brand evaluation between the gift and the product influence consumers’ perception value and purchasing intention. The results show that the complementary strength of the gift and the product will have stronger influence on consumers’ perception value and purchasing intention than the consistence of the benefits will do. That is when the strength of the gift and the major product is strong, it doesn’t matter for the consumer whether the types of the benefits are consistent or not. Consumers won’t have better perception value and purchasing intention if the benefit type of the gift and the major product is consistent. As for the timing of the incentives, consumers prefer the instant acquirement because the utility value of the instant acquirement is higher than the delayed acquirement Besides, when the brand evaluation between the gift and the product is consistent, consumers will have higher perception value and purchasing intention. When the product of higher brand evaluation cooperates with the gift of lower brand evaluation, it will lower consumers’ perception value and purchasing intention. That is whether the brand evaluation between the gift and the product is consistent will have different levels of influences on the promotion effects.