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| Whether or Not Delight Customers by Presenting Free Gift for Online Retailers? The Moderating Role of Perceived Uncertainty and Customer Type |
| ZHANG Yuexian，MA Qinhai，ZHANG Xiaofei |
| Northeastern University， Shenyang, China |
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Abstract Based on the evaluation of customer surprise emotions, this study deeply explored the effect of online merchants providing free gift on customer delight, and examined the moderating role of perceived uncertainty and customer type. The results indicated that perceived usefulness, perceived quality, perceived ingenutity, and perceived fit significantly and positively affect delight, while perceived cost has no significant impact on customer surprises. It was also found that perceived uncertainty，customer type, and the interaction between them significantly moderate the relationship between free gift characteristics and delight.
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Received: 01 November 2017
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