This study focused on the DelVecchio?s, Krishnan?s, & Smith?s(2004) point of view to demonstrate the relationship between gift promotion depth, reasonability perception & purchase intention of main product. The moderating effect of need for cognition of main products & gifts, & product involvement were also tested. This study used convenient sampling method, & the participants were university students in Taichung. A 4 groups between subject design were adopted.. Thus, we issued four versions of questionnaires, & distributed 30 of every version. 120 were gathered. After deleting 21 invalid questionnaires, there were 99 valid questionnaires were collected, & the respond rate was 82.5%. Finally, we used regression analysis to analyze hypotheses. This study?s major findings were as following: (1) When the gift promotion depth was too high or too low, consumers would consider this gift promotion is unreasonable (2) When the gift promotion depth was higher, even if consumer took this as an unreasonable price, the willingness of main product purchase intention would keep raising.
(3) The interaction of gift promotion depth & product involvement resulted in negative effects on consumer awareness for the reasonableness. (4) The interaction of gift promotion depth & consumer awareness generated positive influence on reasonable perception & main products purchase intention.
