An empirical study on the impact of the gift cards´ properties on the effectiveness of the gift cards promotion

According to the test that we made based on the theory of consumer behavior, we found how purchase amount threshold, gift card face value and using restriction affect the effectiveness of the gift cards promotion. Consumers´ perception and purchasing wishes tend to be lower with a higher threshold, which influence the transaction value consumers have to pay to obtain the extra compensation. In addition, consumers also tend to have higher perception and willingness to pay with a higher gift card face value; because the gift card´s economic benefit can change the consumer´s price perception. However, the combined effect of a high threshold and a high gift card face value is going to create higher perceptions of the consumer.