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岳佳霖
俞凱東
商學院
工商管理碩士學位(MBA)課程(中文學制)
碩士
贈品行銷中, 關於消費者 “買櫝還珠” 現象研究 : 即消費者對贈品的喜好分析
Free Gifts as the Main Purchasing Motivation : A Study on Consumer Preferences for Promotional Gifts
贈品行銷 ; 消費者購買行為 ; 心理帳戶理論 ; 紮根理論 ; Z 世代女性
Promotional Gifts ; Consumer Purchasing Behavior ; Mental Accounting Theory ; Grounded Theory ; Generation Z Women
公開日期：17/5/2028
本研究聚焦美妝日化產品領域的贈品行銷，旨在剖析消費者因贈品產生購買行為的內在機制。通過深度訪談 23 位 Z 世代女性消費者，運用紮根理論進行開放性編碼、主軸編碼和選擇性編碼，構建了贈品促銷對消費者購買行為影響的模型。研究發現，消費者購買行為受多種因素驅動，包括對贈品的喜好、追求新鮮感、滿足自身需求以及對贈品感知價值的判斷等。贈品促銷顯著影響消費者的購買滿意度、忠誠度與再購買意願，契合消費者需求且獨特的贈品能提升品牌形象，促進產品銷量增長。本研究豐富了贈品促銷理論，拓展了心理帳戶理論在促銷領域的應用。建議企業在設計贈品促銷策略時，充分考慮消費者心理需求和感知價值，注重贈品個性化與差異化，合理設置獲取條件，並與品牌定位相結合，持續優化贈品策略，以提升消費者滿意度和忠誠度，推動品牌長期發展。同時，研究也指出樣本局限于 Z 世代女性，未來可擴大樣本範圍並結合定量研究方法進一步拓展研究。
This study focuses on the field of cosmetic and daily chemical products, aiming to explore the underlying mechanisms of consumer purchasing behavior driven by promotional gifts. Through in-depth interviews with 23 female consumers from Generation Z, the study employs grounded theory, including open coding, axial coding, and selective coding, to construct a model of how gift promotions influence consumer purchasing behavior. The findings reveal that consumer purchasing behavior is driven by multiple factors, including preferences for gifts, the pursuit of novelty, the fulfillment of personal needs, and the perceived value of gifts. Gift promotions significantly impact consumer satisfaction, loyalty, and repurchase intention. Gifts that meet consumer needs and are unique can enhance brand image and boost product sales. This study enriches the theory of gift promotions and extends the application of mental accounting theory in the field of promotions. It is recommended that companies, when designing gift promotion strategies, fully consider consumer psychological needs and perceived value, focus on the personalization and differentiation of gifts, set reasonable conditions for obtaining gifts, and integrate these strategies with brand positioning to continuously optimize gift promotions. This will enhance consumer satisfaction and loyalty and promote long-term brand development. The study also notes that the sample is limited to female consumers of Generation Z, and future research could expand the sample scope and combine quantitative research methods to further explore this area.
2025
中文
58
致 謝 I
摘 要 III
Abstract IV
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1選題背景 1
1.2 研究問題 3
1.3 選題意義 4
1.3.1 理論意義 4
1.3.2 實踐意義 5
1.4论文框架图 6
1.5 研究創新 8
第二章 文獻綜述 11
2.1 贈品促銷 11
2.2 展望理論與心理帳戶理論 14
第三章 研究方法及設計 18
3.1 研究问题 18
3.2 研究思路 18
3.3 数据来源与收集 20
3.3.1 方法的选择 20
3.3.2 访谈對象 21
3.3.3 研究設計 24
3.3.4 分析技術 25
3.4 數據分析處理 25
第四章 結果分析 38
4.1 消費者對贈品的喜好與購買行為 38
4.1.1 贈品對購買動機的影響 38
4.1.2 贈品對購買決策的影響 39
4.2 贈品對消費者心理帳戶的影響 41
4.3 贈品對消費者滿意度的影響 44
4.3.1 贈品對購買滿意度的提升 44
4.3.2 贈品對再購買意願的影響 45
4.4 贈品對品牌的影響 45
4.4.1 贈品對品牌忠誠度的提升 45
4.4.2 贈品對品牌形象的塑造 46
4. 5小結 46
第五章 研究結論與討論 47
5.1 理論意義 47
5.2 實踐啓示 48
5.3 不足與展望 49
摘 要 III
Abstract IV
圖目錄 VIII
表目錄 IX
第一章 緒 論 1
1.1選題背景 1
1.2 研究問題 3
1.3 選題意義 4
1.3.1 理論意義 4
1.3.2 實踐意義 5
1.4论文框架图 6
1.5 研究創新 8
第二章 文獻綜述 11
2.1 贈品促銷 11
2.2 展望理論與心理帳戶理論 14
第三章 研究方法及設計 18
3.1 研究问题 18
3.2 研究思路 18
3.3 数据来源与收集 20
3.3.1 方法的选择 20
3.3.2 访谈對象 21
3.3.3 研究設計 24
3.3.4 分析技術 25
3.4 數據分析處理 25
第四章 結果分析 38
4.1 消費者對贈品的喜好與購買行為 38
4.1.1 贈品對購買動機的影響 38
4.1.2 贈品對購買決策的影響 39
4.2 贈品對消費者心理帳戶的影響 41
4.3 贈品對消費者滿意度的影響 44
4.3.1 贈品對購買滿意度的提升 44
4.3.2 贈品對再購買意願的影響 45
4.4 贈品對品牌的影響 45
4.4.1 贈品對品牌忠誠度的提升 45
4.4.2 贈品對品牌形象的塑造 46
4. 5小結 46
第五章 研究結論與討論 47
5.1 理論意義 47
5.2 實踐啓示 48
5.3 不足與展望 49
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5.d'Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11/12), 1270-1286. https://doi.org/10.1108/03090560210445173
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7.Gourville, J. T., & Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160–174. https://doi.org/10.1086/209533
8.Heath, C., & Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of Consumer Research, 23(1), 40–52. https://doi.org/10.1086/209465
9.Hudik, M., & Fang, E. S. (2020). Money or in-kind gift? Evidence from red packets in China. Journal of Institutional Economics, 16(5), 731–746. doi:10.1017/S1744137419000717
10.Tversky, A., & Kahneman, D. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-292. https://www.jstor.org/stable/1914185
11.Kamins, M. A., Folkes, V. S., & Fedorikhin, A. (2009). Promotional bundles and consumers’ price judgments: When the best things in life are not free. Journal of Consumer Research, 36(4), 660–670. https://doi.org/10.1086/599806
12.Khan, T., & MacEachen, E. (2022). An alternative method of interviewing: Critical reflections on videoconference interviews for qualitative data collection. International Journal of Qualitative Methods, 21, 1-12. https://doi.org/10.1177/16094069221090063
13.Knetsch, J., & Sinden, J. A. (1984). Willingness to pay and compensation demanded: Experimental evidence of an unexpected disparity in measures of value. The Quarterly Journal of Economics, 99(3), 507–521.
14.Krishna, A. (2009). Behavioral pricing. In V. R. Rao (Ed.), Handbook of pricing research in marketing (pp. 76–90). Cheltenham: Edward Elgar.
15.Kumari, R., Tatavarthy, A. D., & Sahay, A. (2022). Too many cooks spoil the broth? Number of promotional gifts and impact on consumer choice. Journal of Retailing and Consumer Services, 69, 103083. https://doi.org/10.1016/j.jretconser.2022.103083
16.Lambert, C., & Goh, E. (2021). To toy or not to toy in supermarket instant reward programs. Asia Pacific Journal of Marketing and Logistics, 33(2), 515-527. https://doi.org/10.1108/APJML-09-2019-0530
17.Li, L., Su, F., Zhang, W., & Mao, J.-Y. (2017). Digital transformation by SME entrepreneurs: A capability perspective. Information Systems Journal, 28. https://doi.org/10.1111/isj.12153
18.Liu, H.-H., & Chou, H.-Y. (2018). Promotional formats and inaction inertia. Journal of Economic Psychology, 66, 22–32. https://doi.org/https://doi.org/10.1016/j.joep.2018.04.001
19.Liu, M. W., Wei, C., Yang, L., & Keh, H. T. (2022). Feeling lucky: How framing the target product as a free gift enhances purchase intention. International Journal of Research in Marketing, 39(2), 349–363. https://doi.org/https://doi.org/10.1016/j.ijresmar.2021.07.001
20.Pandit, N. R. (1996). The creation of theory: A recent application of the grounded theory method. The Qualitative Report, 2(4), 1-20. https://doi.org/10.46743/2160-3715/1996.2054
21.Park, Y., & Yi, Y. (2023). Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day. Journal of Retailing and Consumer Services, 73, 103381. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103381
22.Prelec, D. (1998). The red and the black: Mental Accounting of savings and debt. Marketing Science, 17, 4–28. https://doi.org/10.1287/mksc.17.1.4
23.Prensky, M. (2001). Digital natives, digital immigrants part 1. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816
24.Simonson, I., Carmon, Z., & Fogel, S. (1994). Experimental evidence on the negative effect of product features and sales promotions on brand choice. Marketing Science, 13, 23–40. https://doi.org/10.1287/mksc.13.1.23
25.Solomon, M., Dann, S., Dann, S., & Russell-Bennett, R. (2002). Consumer behaviour : buying, having, being.Pearson Education.
26.Stäbler, S. (2021). Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help. Journal of Advertising Research, 61(2), 164-177. https://doi.org/10.2501/JAR-2020-017
27.Teng, W. (2019). How can trading stamp promotions entice customers? Asia Pacific Journal of Marketing and Logistics, 33(1), 330–349. https://doi.org/10.1108/APJML-09-2018-0385
28.Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1(1), 39–60. https://doi.org/https://doi.org/10.1016/0167-2681(80)90051-7
29.Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4, 199–214. https://doi.org/10.1287/mksc.4.3.199
30.Yin, R. K. (2008). Case study research: Design and methods (4th ed.). Sage Publications.
31.Zeithaml, V. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22. https://doi.org/10.1177/002224298805200302
32.棚部得博. (2003).成敗在此一役：行銷實戰手冊. 上海：科學出版社
33.王建明 & 王俊豪. (2011). 公众低碳消费模式的影响因素模型与政府管制政策——基于扎根理论的一个探索性研究. 管理世界, (04), 58-68. doi:10.19744/j.cnki.11-1235/f.2011.04.008.
2.Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a "good deal." Journal of Consumer Marketing, 7(4), 25–31. https://doi.org/10.1108/EUM0000000002586
3.Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64 (4), 65–81. https://doi.org/10.1509/jmkg.64.4.65.18071
4.Cisyk, J., & Courty, P. (2021). Stadium giveaway promotions: How many items to give and the impact on ticket sales in live sports. Journal of Sport Management, 35(3), 256–268. https://doi.org/10.1123/jsm.2020-0322
5.d'Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing, 36(11/12), 1270-1286. https://doi.org/10.1108/03090560210445173
6.Dimock, M. (2019). Defining generations: Where millennials end and generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
7.Gourville, J. T., & Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160–174. https://doi.org/10.1086/209533
8.Heath, C., & Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of Consumer Research, 23(1), 40–52. https://doi.org/10.1086/209465
9.Hudik, M., & Fang, E. S. (2020). Money or in-kind gift? Evidence from red packets in China. Journal of Institutional Economics, 16(5), 731–746. doi:10.1017/S1744137419000717
10.Tversky, A., & Kahneman, D. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263-292. https://www.jstor.org/stable/1914185
11.Kamins, M. A., Folkes, V. S., & Fedorikhin, A. (2009). Promotional bundles and consumers’ price judgments: When the best things in life are not free. Journal of Consumer Research, 36(4), 660–670. https://doi.org/10.1086/599806
12.Khan, T., & MacEachen, E. (2022). An alternative method of interviewing: Critical reflections on videoconference interviews for qualitative data collection. International Journal of Qualitative Methods, 21, 1-12. https://doi.org/10.1177/16094069221090063
13.Knetsch, J., & Sinden, J. A. (1984). Willingness to pay and compensation demanded: Experimental evidence of an unexpected disparity in measures of value. The Quarterly Journal of Economics, 99(3), 507–521.
14.Krishna, A. (2009). Behavioral pricing. In V. R. Rao (Ed.), Handbook of pricing research in marketing (pp. 76–90). Cheltenham: Edward Elgar.
15.Kumari, R., Tatavarthy, A. D., & Sahay, A. (2022). Too many cooks spoil the broth? Number of promotional gifts and impact on consumer choice. Journal of Retailing and Consumer Services, 69, 103083. https://doi.org/10.1016/j.jretconser.2022.103083
16.Lambert, C., & Goh, E. (2021). To toy or not to toy in supermarket instant reward programs. Asia Pacific Journal of Marketing and Logistics, 33(2), 515-527. https://doi.org/10.1108/APJML-09-2019-0530
17.Li, L., Su, F., Zhang, W., & Mao, J.-Y. (2017). Digital transformation by SME entrepreneurs: A capability perspective. Information Systems Journal, 28. https://doi.org/10.1111/isj.12153
18.Liu, H.-H., & Chou, H.-Y. (2018). Promotional formats and inaction inertia. Journal of Economic Psychology, 66, 22–32. https://doi.org/https://doi.org/10.1016/j.joep.2018.04.001
19.Liu, M. W., Wei, C., Yang, L., & Keh, H. T. (2022). Feeling lucky: How framing the target product as a free gift enhances purchase intention. International Journal of Research in Marketing, 39(2), 349–363. https://doi.org/https://doi.org/10.1016/j.ijresmar.2021.07.001
20.Pandit, N. R. (1996). The creation of theory: A recent application of the grounded theory method. The Qualitative Report, 2(4), 1-20. https://doi.org/10.46743/2160-3715/1996.2054
21.Park, Y., & Yi, Y. (2023). Morning deals make me feel smart: Consumer evaluations of online sales promotions differ by time of day. Journal of Retailing and Consumer Services, 73, 103381. https://doi.org/https://doi.org/10.1016/j.jretconser.2023.103381
22.Prelec, D. (1998). The red and the black: Mental Accounting of savings and debt. Marketing Science, 17, 4–28. https://doi.org/10.1287/mksc.17.1.4
23.Prensky, M. (2001). Digital natives, digital immigrants part 1. On the Horizon, 9(5), 1–6. https://doi.org/10.1108/10748120110424816
24.Simonson, I., Carmon, Z., & Fogel, S. (1994). Experimental evidence on the negative effect of product features and sales promotions on brand choice. Marketing Science, 13, 23–40. https://doi.org/10.1287/mksc.13.1.23
25.Solomon, M., Dann, S., Dann, S., & Russell-Bennett, R. (2002). Consumer behaviour : buying, having, being.Pearson Education.
26.Stäbler, S. (2021). Why cheap, low-quality giveaways are bad for brands: Quality of freebies drives consumer attitudes, but personalization can help. Journal of Advertising Research, 61(2), 164-177. https://doi.org/10.2501/JAR-2020-017
27.Teng, W. (2019). How can trading stamp promotions entice customers? Asia Pacific Journal of Marketing and Logistics, 33(1), 330–349. https://doi.org/10.1108/APJML-09-2018-0385
28.Thaler, R. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1(1), 39–60. https://doi.org/https://doi.org/10.1016/0167-2681(80)90051-7
29.Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4, 199–214. https://doi.org/10.1287/mksc.4.3.199
30.Yin, R. K. (2008). Case study research: Design and methods (4th ed.). Sage Publications.
31.Zeithaml, V. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22. https://doi.org/10.1177/002224298805200302
32.棚部得博. (2003).成敗在此一役：行銷實戰手冊. 上海：科學出版社
33.王建明 & 王俊豪. (2011). 公众低碳消费模式的影响因素模型与政府管制政策——基于扎根理论的一个探索性研究. 管理世界, (04), 58-68. doi:10.19744/j.cnki.11-1235/f.2011.04.008.
