The purpose of this paper was to analyze and compare the impacts of the gift promotion depth, the fitness of the gift and the product, and the brand awareness on consumers? reasonableness perception and product attitude. Therefore, this research adopted 4*2 between-subject experimental. Various statistics, such as: descriptive statistics, reliability and validity analysis, ANOVA, spearman correlation analysis and regression analysis were used to test hypotheses. The results of this study revealed that: 1. Gift promotion depth showed negative relationship with reasonableness perception and with product attitude. 2. Product promotion fit played a moderator role between the relationship of gift promotion depth and reasonability perception of gift price. 3. Brand awareness of gift had no moderating effect on the relationship between gift promotion depth and reasonableness perception of gift price. 4. Product promotion fit played a moderator role between the relationship of gift promotion depth and product attitude. 5. Brand awareness of gift played a moderator role between the relationship of gift promotion depth and product attitude.
