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Investigating the Combinations of Target Products and Gifts: Metal Accounting Perspective

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Yi-Mu Chen

    (I-Shou University)

  • Allen Chen

    (I-Shou University)

  • I.-Hsuan Yang

    (I-Shou University)

Abstract

This study explores consumers’ perceived risk of the combination of the main product (tangible product/intangible service) and gift (free product/service upgrade). Metaling accounting theory is applied as a moderator between product-free gift combinations and perceived risk. The experimental design method is adopted to create four different situations to collect data, and a total of 152 valid samples are collected. Analysis of variance (ANOVA) was used for data analysis and hypothesis testing. The results show that product categories significantly differ in consumers’ perceived risk. The perceived risk of purchasing tangible products is less than the perceived risk of purchasing intangible services. Moreover, customers perceived the lowest risk while purchasing the combination of tangible products with free-gift; and the highest risk while purchasing the combination of intangible services with service upgrades. The moderating effect, consumers see the target product and gift in one or two accounts is not significant in this research. Relevant marketing suggestions from this research are provided.

Suggested Citation

  • Yi-Mu Chen & Allen Chen & I.-Hsuan Yang, 2023. "Investigating the Combinations of Target Products and Gifts: Metal Accounting Perspective," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Katrijn Gielens (ed.), Advances in National Brand and Private Label Marketing, pages 65-69, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-32894-7_8
    DOI: 10.1007/978-3-031-32894-7_8
    as

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