Impact of gift promotion appeals with two types of givers on givers' purchase intention

Tser-Yieth Chen ； Tsai-Lien Yeh ； Hsueh-Ling Wu

《企業管理學報》 47卷4期 (2022/12) Pp. 39-61

https://doi.org/10.53106/102596272022120474003

摘要

This study is the first work to combine gift promotion appeals with the giver-recipient relationship from the perspective of gift marketer and gift-giver. This study extends the academic literature of the focus theory of normative conduct in gift-giving marketing. Empirical results showed that popularity appeal produced higher purchase intention than scarcity appeal; Limited-Quantity Scarcity (LQS) appeal produced higher purchase intention than Limited-Time Scarcity (LTS) appeal; and Peer Popularity (PP) appeal produced higher purchase intention than Social Popularity (SP) appeal (i.e., PP>SP>LQS>LTS). The gift promotion appeal and giver-recipient relationship information affect the gift giver's preference, and then gift marketer needs to design an appropriate sale promotion appeal in order to carry out differentiated gift marketing.

關鍵字

Popularity appeal ； Scarcity appeal ； Limited-quantity scarcity ； Limited-time scarcity ； Social popularity ； Peer popularity ； Social norms ； Relational norms ； Focus theory of normative conduct ； Gift-giving

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