Effects of free gifts with purchase on online purchase satisfaction: The moderating role of uncertainty

Abstract

Purpose

The purpose of this paper is to understand how free gifts with purchase influence the purchase satisfaction of online consumers, and compares the difference between the contexts, which the consumers are certain and uncertain with the free gifts before purchase.

Design/methodology/approach

This study developed a theoretical model to examine how free gifts with purchase influence the purchase satisfaction of online consumers. The moderating effect of uncertainty was also examined. Using a survey questionnaire, empirical data were collected from 288 Taobao users. The partial least squares technique was used to test the proposed research model.

Findings

Perceived usefulness, perceived quality, perceived cost, and perceived ingenuity are antecedents of happiness toward a free gift with purchase. Happiness has a positive effect on the purchase satisfaction of online consumers. Uncertainty is an important moderator.

Research limitations/implications

The findings extend the current state of knowledge about the relationship between online purchase with free gifts and purchase satisfaction, as well as reveal the psychological mechanism of the effects of online purchase with free gifts on purchase satisfaction.

Practical implications

The findings of this study provide e-retailers with a deep understanding of how free gifts with purchase affect the purchase satisfaction of online consumers in different presentation approaches of the gifts.

Originality/value

Knowledge about the role of free gifts with purchase on the purchase satisfaction of online consumers is scarce. This study provides empirical evidence about the effect of free gifts with purchase on the purchase satisfaction of online consumer in different presentation approaches of the gifts.

Citation

Zhu, D.H., Chang, Y.P. and Chang, A. (2015), "Effects of free gifts with purchase on online purchase satisfaction: The moderating role of uncertainty", Internet Research, Vol. 25 No. 5, pp. 690-706. https://doi.org/10.1108/IntR-12-2013-0257