How Effective Are Loyalty Programs Threshold in Consumers' Reward Choices?

忠誠方案門檻對消費誘因選擇之影響

10.6213/JLRIM.201903_12(1).0004

邱博賢(Po-Hsien Chiu)；曾建榮(Chien-Lung Tseng)；朱映憓(Ying-Huey Chu)；朱國光(Kuo-Kuang Chu)

loyalty program ； reward choices ； customer loyalty ； guilt ； monetary cost ； 忠誠方案 ； 誘因選擇 ； 顧客忠誠 ； 罪惡感 ； 貨幣成本

休閒產業管理學刊

12卷1期（2019 / 03 / 01）

63 - 79

英文

The loyalty program is a common marketing tool that has been adopted by enterprises nowadays in the era of intensive market competition and low profitability in order to stimulate consumers' desires to spend on merchandises and to build long-term relationship by providing quality services. Although the loyalty program increases the switching cost to the business, it has a greater positive impact on the overall financial achievement by grasping customers' interests and loyalty. Besides, many scholars indicated that consumer's desires and attitudes to purchase are influenced by their guilt and monetary, therefore, this study setting guilt and monetary as moderators to investigated consumers' expending on luxury goods is generally inadequate. The research result is show that the guilt as a moderator has more influences on consumer's preference in reward choice than the mental accounting as a moderator; consumer having more guilt prefers to choose necessity than consumer having less guilt regardless of the loyalty program threshold but having monetary cost as moderator. Finally, the study focused on the investigation of the consumers' preferences in reward choices by various loyalty program requirements designed and implemented by firms.

忠誠方案在市場競爭激烈、獲利能力低時企業者常採用的行銷工具，其主要目的乃刺激消費者購買商品慾望並透過提供優質的服務以建立長期的顧客關係。儘管忠誠方案會增加服務轉換成本，但透過掌握客戶的興趣和忠誠度，卻能對整體財務績效產生正向的影響。過去研究文獻指出，消費者的購買慾望和態度會受到罪惡感和貨幣成本的影響。本研究探討在忠誠方案門檻高低（累積點數多寡）對誘因選擇類別（奢侈品或必需品），將罪惡感和貨幣成本（支付部分現金與否）作為干擾變數來探討其兩者交互作用下之變化關係。本次研究結果顯示，高度忠誠方案活動門檻下，消費者選擇奢侈品的偏好會提高。其次，在貨幣成本干擾下，不論高或低門檻，都會對心理帳戶而改變消費決策，選擇轉移到必需品上；假使提高忠誠方案門檻會使消費者對誘因類別的選擇偏好轉移到奢侈品。最後，研究證實罪惡感對消費者誘因類別選擇具干擾作用，不論是在忠誠方案之高、低門檻的情況下，或是貨幣成本的干擾作用下，罪惡感較高相對於較低之消費者，在誘因類別選擇上具有顯著差異。

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