贈品屬性之幸福感的探討──以性別特質與產品互補性為干擾變數

An Examination of the Gift Attributes on Happiness: Moderating Roles of Gender Traits and Product Complementing

「幸福感」是一種無法很具體量化的情感，消費者有可能會因當下的情境或感受的不同而產生不同的感覺，如果在此時給予消費者的感覺是好的感覺，那麼消費者持續回來消費的意願就會增加，再進一步解釋就是消費者對其品牌的忠誠度與滿意度，綜合兩種相關因素所再進一步探討的就是幸福感。然而企業最常使用的促銷與招攬方式就是贈送贈品，無論是消費即贈的贈品或是累積點數所兌換的贈品，亦或是買A送B的策略，不論是何種形式的贈送方式也都與贈品有相關因素，所以在不同的促銷活動，推出適合的贈品，將有利於增加消費者幸福感。除了探討贈品屬性對幸福感的探討，本研究結合男女性別特質與互補性質兩種變數，來探討其干擾效果。本研究以實驗設計，操弄因子為2（贈品性質：實用性vs.娛樂性）×2（男女性別特質：男性特質vs.女性特質）×2（互補性質：互補性vs.非互補性）因子設計。其中性別特質是透過衡量，因此最後是一個2×2四種不同情境之實驗設計。研究結果指出，娛樂性產品帶給消費者所產生之幸福感大於實用性產品，且進一步分析發現對女性特質消費者而言，使用娛樂性贈品所產生的幸福感將大於實用性產品。再者，對娛樂性贈品而言，非互補性的贈品所產生之幸福感將大於具互補性贈品。本研究的發現提供了企業在施行促銷活動時，除了考量本身贈品屬性之餘，還能將消費者男女性別特質與產品互補性一併考慮，以期能達到消費者最大之幸福感。 “A sense of happiness” is an abstract emotion that is difficult to be quantified, and consumers may have different feelings under different situations. Consumers are more likely to re-purchase if their previous purchasing experience is pleasant. In other words, pleasant purchasing experiences may lead to customer loyalty and satisfaction, which are essential elements of consumer happiness. One of the most common ways for businesses to promote sales is to give free gifts to consumers. The promotion types could be “free gifts with purchase”, “point-collecting” or “buy A get B free.” No matter what type of promotional strategies is use, all of them need to choose a product as free gift. That is, choosing the appropriate gifts is beneficial for the enhancement of consumer happiness. Besides discussing the influence of gift category on consumer happiness, the present study examines the moderating roles of gender traits and complementarity of free gifts. The study adopts a 2 (gift categories: utilitarian vs. hedonic) x 2 (gender traits: male vs. female) x 2 (complementarity: complementary vs. non-complementary) experimental design. Since gender trait is measured, we finally result a 2x2 experimental design. Results of the study indicate that hedonic goods generate more sense of happiness for consumers than utilitarian goods do. Further analysis also indicates that compared to utilitarian gifts, consumers with female trait tend to have higher levels of happiness when receiving hedonic gifts than those with male trait. Furthermore, in terms of hedonic gifts, non-complementary gifts produce more sense of happiness than complementary gifts. Based on the findings, we suggest marketers to consider different gift categories and the complementarity of free gifts under different gender traits when designing promotional campaigns in order to maximize consumers’ sense of happiness.