Effectiveness Of Benefit Consistency Of Gift Combination On Consumers' Perceived Value

Existing scholars have studied the influence of different kinds of gifts on perceived value of consumers,and analyzed the effect of the gift promotion from the perspective of benefit consistency.In addition,the perceived value of the consumers to the gift promotion will also be affected by their inner feelings.This thesis from the perspective of consumer emotional state,explores the gift combination interests differences on consumer perceived value of promotion,helps enterprises to choose the right gift promotion way,realizes the maximization of the promotional effect of merchants and consumers to achieve a win-win situation,the research has certain theoretical and practical significance.This thesis adopts experimental research method,according to the interests of consistency framework,combining with the properties of products,the main products can be divided into pleasure style and practical,gifts can be divided into the practical type and enjoyment,consumers emotional state can be divided into positive affection and negative affection,and designs a 2(main product: hedonistic product,practical product)× 2(gift: hedonistic gift,practical gift)× 2(emotional state: positive emotion,negative emotion)experiment.Then,the study found that the promotion of the hedonistic gift was more valuable than the perceived value of the practical gift promotion.In the aspect of the benefit consistency of the gift combinations,for hedonistic main products,the perceived value of hedonistic gifts promotion is significantly higher than the perceived value of practical gifts promotion.But for practical main products,there is no significant difference in perceived value between practical gifts promotion and hedonistic gifts promotion.The thesis used consumers' emotion as a moderating variable to research,showed that the consumer's emotional state has a certain regulating effect on the benefit consistency of the gift promotion effect.Research shows that when businessmen choose gift promotion way,should as faras possible use the same value of hedonistic model instead of a practical gift gift,in order to improve consumers' perceived value,and achieve better promotion effect.The gift promotion conveys to the consumer mainly the sensuous pleasure and the enjoyment of such emotional experience,so the complimentary gift is to use the hedonistic product that is consistent with this hedonistic property.