決策過程會受到過去類似決策經驗的影響，所以當消費者錯過較優惠的促銷後，也會影響對該促銷產品日後的購買決策，因此本研究預期消費者錯過贈品促銷後，會影響恢復獨立銷售之主產品與贈品的日後銷售。「不行動慣性」是指決策者錯過吸引力較高的機會後，當再次面對相當或類似但吸引力較低的機會時，其對次佳機會採取行動的可能性較低。此研究延伸不行動慣性、社會心理與社會情境的相關文獻至行銷研究，利用三個實驗探討不行動慣性效果對錯過贈品促銷後消費者購買行為的影響。

實驗結果發現錯過免費贈品促銷後，消費者較不願購買恢復單獨銷售之原促銷組合中的贈品與主產品（即便有其他次佳促銷優惠），即存有不行動慣性，其中消費者對贈品獨立銷售之不行動慣性的強度高於對主產品之不行動慣性。再者贈品屬性差異對不行動慣性也有影響，錯過的贈品價格越高與促銷期間供應數量越多都會提高不行動慣性的強度。但是消費者與零售業者間的轉換障礙可有效地降低消費者錯過贈品後，對主產品與贈品產生之不行動慣性的強度。中介效果分析則發現僅預期後悔與價值貶低為不行動慣性的中介變數，而經驗後悔則不具中介效果。本研究最後提出相關之理論與實務意涵以供實務者與研究者參考，同時也舉出本研究的相關限制與後續可進一步深入研究的方向。

The decision-making literature reveals that decisions are rarely made in a vacuum, but rather frequently follow from previous decisions made within the same domain. Thus missing the first attractive promotion may affect subsequent buying decisions regarding the promotional product. Hence, this research argue that stand-alone sales of products offered as a free gift will decline after consumers miss an opportunity to get the free gift during the promotional period. Inaction inertia describes the phenomenon that an individual is unlikely to act on an attractive opportunity after having bypassed an even more attractive one. This work elucidates how inaction inertia affects the sale of free gift products and main products following the free offer promotion. Three related experiment demonstrate the findings, which extend research on social psychology and social context to marketing with the aim of increasing retailer and researcher-related knowledge expertise. The results of Experiment 1 and 2 indicate that after missing an initial opportunity to obtain a product as a free gift during a promotional period, the inaction inertia effect reduces the likelihood of consumers buying the free gift product and main product at a discounted price (second, inferior opportunity), particularly if the free gift has a high regular price and a greater total quantity of the free gift is offered during a promotional period. Further the inaction inertia effect is stronger on the sales of the free gift product than the sales of the main product. The Experiment 3 shows that switching barriers can effectively mitigate the effect of inaction inertia on the stand-alone sales of main products and free gift product. Additionally, the mediation analysis results of Experiment 2 and Experiment 3 indicate that anticipated regret and devaluation significantly mediate the inaction inertia effect. The theoretical contributions and managerial implications are proposed as suggestions for retailers and researchers. Research limitations and future research suggestions are provided for future research devoting to the study of free gift promotion and inaction inertia effect.

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