近年來超商贈品的促銷而引起的收集風潮相當成功，也為企業增加不少營業收入。但相關文獻對於遞延贈品的討論實有不足，因此本研究主要探討不同型式的遞延贈品和贈品設計可收藏與否的效果對購買意圖和顧客忠誠度的影響。本研究以便利商店為例，研究結果顯示不須加價的贈品知覺價值顯著高於加價贈品；而可收藏性贈品知覺價值高於非收藏性贈品；若贈品型式為不需加價且可收藏性則消費者的知覺價值為最高且引起購買意願和形成顧客忠誠度。而不同的收藏動機也會造成消費者對於遞延贈品和收藏式贈品與知覺價值之間關係的影響。

Nowadays, delayed premiums are getting more and more popular. There are two types of delayed premiums—free premiums and reduced-price premiums. However, few literatures have examined the effectiveness of different types of delayed premiums on consumer behavior. Therefore, this study is aimed to explore the effects of different delayed premiums in specific distribution channel to cause customers buying intention and firm loyalty. In business practices, it is prevalent to design collectable premiums to increase customers’ repurchasing willingness. Hence, this study also investigated the effects of premiums collection on purchase intention and customer loyalty.

The research findings can be concluded as the followings. Free premiums perceived higher value than reduced-price premiums. In addition, collectable premiums have stronger value perception than non-collectable premiums. Customers are more favorably on interaction of free premiums with collectable set. Besides, customers will intent to collect those delayed premiums and through collecting behavior to increasing repurchasing possibilities and become loyalty customers. Moreover, the moderating effect, collecting motivation, positively affects delayed premiums and premiums collection on perceived value. The legitimization can strength acceptance of free premiums. Self-extension has a stronger effect on collectable premiums than non-collectable premiums.

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