Feeling lucky: How framing the target product as a free gift enhances purchase intention

Liu, Maggie Wenjing; Wei, Chuang; Yang, Lu; Keh, Hean Tat

doi:10.1016/j.ijresmar.2021.07.001

Cited by 8 publications

(4 citation statements)

References 62 publications

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“…Discount framing in retail stores attracts people, thereby increasing purchase intention because with discount framing, prices become affordable. The results of this study also support previous research from Liu et al (2022) which shows that framing in the form of premium promotions can influence consumers' purchase intentions for packaged products. Consumers have higher purchase intentions when the target product is offered as a free gift, as explained by the consumer's feeling of luck when facing a promotion (Liu et al, 2022).…”

Section: Effect Of Discount Framing On Purchase Intentionsupporting

confidence: 88%

“…The results of this study also support previous research from Liu et al (2022) which shows that framing in the form of premium promotions can influence consumers' purchase intentions for packaged products. Consumers have higher purchase intentions when the target product is offered as a free gift, as explained by the consumer's feeling of luck when facing a promotion (Liu et al, 2022). Giving discounts by companies is a way to attract consumer buying interest (Pasek andKasih, 2021 andSchiffman andWisenblit, 2019).…”

Section: Effect Of Discount Framing On Purchase Intentionsupporting

confidence: 88%

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Buying Behavior in Online Food Delivery Applications During the Covid-19 Pandemic

Sari¹,

Bahri²,

Ardhi³

2022

JRABA

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This study aims to review the effect of discount framing, brand reputation, purchase intention, and actual behavior based on online food delivery applications during the COVID-19 pandemic. The population, in this study are users of online food delivery applications throughout Indonesia, with the unit of analysis being the individual. Sampling in this study used the purposive method, namely respondents who filled out online questionnaires with total of 119. The data analysis technique in this study used SEM-AMOS version 23. The results showed that discount framing had a positive effect on brand reputation and purchase intention, brand reputation has a positive effect on purchase intention, and purchase intention has a positive effect on actual behavior. The implications of the results of this study for application owners are to know the effect of discount framing, brand reputation, and purchase intention so that they can take strategies and policies related to these matters. For application, users are to be able to use applications that provide discount framing according to their needs.

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Section: Effect Of Discount Framing On Purchase Intentionsupporting

confidence: 88%

Section: Effect Of Discount Framing On Purchase Intentionsupporting

confidence: 88%

Buying Behavior in Online Food Delivery Applications During the Covid-19 Pandemic

Sari¹,

Bahri²,

Ardhi³

2022

JRABA

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“…Hence, analyzing effective promotional strategies in order to enhance consumers' intentions to purchase surplus food may help lower food waste. For instance, free gift such as "buy X get X" or "buy X get Y" is commonly utilized by retailers as a promotional strategy to drive consumers to purchase surplus food (Liu et al, 2022). From a theoretical perspective, various types of free gifts should surge the surplus food purchase intention to the same extent, owing to their same economic value (Bhatt and Pai, 2023).…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“Target” versus “Non-target”: how free gift influences surplus food purchase intention

Zhang,

Wang

2024

BFJ

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PurposeFree gifts have become a commonly used marketing strategy. Nevertheless, whether free gifts can and how this strategy promotes the surplus food purchase intention remain a debated topic. This paper attempts to evaluate the effectiveness of offering free gifts (target and non-target products) in enhancing the purchase intention associated with surplus food.Design/methodology/approachCategorically, Studies 1 to 4 were performed to analyze the impact of the free gift on the surplus food purchase intention, explore the mediating role of perceived quality uncertainty and examine the moderating role of blind-box design and mental simulation.FindingsThe study findings indicate that the provision of non-target products as a free gift exerts a more pronounced influence on surplus food purchase intention as compared to offering a target product as a free gift. Evidently, perceived quality uncertainty serves as a mediating role, whereas blind-box design and mental simulation are identified as moderators in this process.Originality/valueThis paper compares the influences of various types of free gifts, namely target and non-target products, on surplus food purchase intention through perceived quality uncertainty, thereby enhancing the existing comprehension of free gifts and surplus food purchase intention. In addition, this article extends the boundary conditions of free gifts by investigating the moderating influence of blind-box design and mental simulation.

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Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?

Liu

Zhu

Yuan

et al. 2023

The Palgrave Handbook of Interactive Marketing

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Feeling lucky: How framing the target product as a free gift enhances purchase intention

Cited by 8 publications

References 62 publications

Buying Behavior in Online Food Delivery Applications During the Covid-19 Pandemic

Buying Behavior in Online Food Delivery Applications During the Covid-19 Pandemic

“Target” versus “Non-target”: how free gift influences surplus food purchase intention

Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?

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