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題名：忠誠度方案門檻、貨幣成本與消費正當性對消費者獎酬偏好之影響
書刊名：臺大管理論叢
作者：張心馨／張重昭 引用關係／林祝英 引用關係
作者(外文)：Chang, Shin-shin／Chang, Chung-chau／Lin, Chu-ying
出版日期：2010
卷期：20:2
頁次：頁1-17
主題關鍵詞：忠誠度方案門檻；貨幣成本；消費正當性；Loyalty program threshold；Monetary cost；Justification of consumption
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:26
本研究針對娛樂品∕實用品與奢侈品∕必需品進行二項實驗，探討忠誠度方案門檻高低，消費者是否需支付額外現金，消費正當性等對消費者選擇奢侈品相對於必需品(或娛樂品相對於實用品) 偏好之影響。主要結論有：(1) 提高方案門檻會提高消費者娛樂品相對於實用品之偏好以及對奢侈品∕必需品之偏好；(2) 顧客不需支付現金會有較高之娛樂品∕實用品偏好與較高之奢侈品相對於必需品偏好；(3) 減少消費不正當性將增加娛樂品相對於實用品偏好之效果並未提高；(4) 購買奢侈品之不安感為高(相對於不安感低) 時，提高方案門檻將增加顧客對奢侈品相對於必需品相對偏好之效果並未較高；(5)購買奢侈品較娛樂品有更高不安感，推測奢侈品不足現象也較娛樂品更為明顯。
This research is aimed at exploring the influence of loyalty program threshold, monetary costs, and consumption justification on consumers' preference toward rewards. Study 1 is a 2x2 between subject experimental design with college students as the unit of analysis, and the rewards for choice are hedonic and utilitarian products. Study 2 is also a 2x2 between subject experimental design, and respondents are working class. The rewards are either luxury or necessity. The conclusions include: (1) Higher loyalty program threshold leads to both a significant increase of preference for hedonic over utilitarian rewards, and a significant increase of preference for luxury over necessity rewards. (2) Free rewards as compared to rewards granted with monetary payment will result in both a significant positive effect on preference for hedonic over utilitarian rewards, and a significant positive effect on preference for luxury over necessity rewards. (3) The portion of living expenses supported by others does not significantly moderate the loyalty program threshold-choice of hedonic/utilitarian rewards relationship. (4) The degree of uneasy feelings does not moderate loyalty program threshold-choice of luxury/necessity rewards relationship. (5) Uneasy feelings toward luxury consumption comparing to hedonic consumption implies luxury deficiency is higher than hedonic product deficiency.
期刊論文
1.Kivetz, R.(1999)。Advances in research on mental accounting and reason-based choice。Marketing Letters，10(3)，249-266。  new window
2.O'Brien, L.、Jones, C.(1995)。Do Rewards Really Create Loyalty?。Harvard Business Review，73(3)，75-82。  new window
3.Akerlof, G.(1991)。Procrastination and obedience。American Economic Review，81(2)，64-71。  new window
4.Chandon, Pierre、Wansink, Brian、Laurent, Gilles(2000)。A Benefit congruency framework of sales promotion effectiveness。Journal of Marketing，64(4)，65-81。  new window
5.Kivetz, R.、Simonson, I.(2002)。Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards。Journal of Marketing Research，39(2)，155-170。  new window
6.Soman, D.(1998)。The Illusion of Delayed Incentives: Evaluating Future Effort-money Transactions。Journal of Marketing Research，35(4)，427-437。  new window
7.Kahneman, D.、Tversky, A.(1979)。Prospect theory: An analysis of decision under risk。Econometrica，47(2)，263-291。  new window
8.Shafir, E.、Simonson, I.、Tversky, A.(1993)。Reason-based choice。Cognition，49(1/2)，11-36。  new window
9.Thaler, Richard H.(1980)。Toward a positive theory of consumer choice。Journal of Economic behavior and Organization，1(1)，39-60。  new window
10.Thaler, Richard H.(1985)。Mental Accounting and Consumer Choice。Marketing Science，4(3)，199-214。  new window
11.Thaler, Richard H.(1999)。Mental Accounting Matters。Journal of Behavioral Decision Makings，12(3)，183-206。  new window
12.Strahilevitz, Michal A.、Myers, John G.(1998)。Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell。Journal of Consumer Research，24(4)，434-446。  new window
13.Heath, Chip、Soll, Jack B.(1996)。Mental budgeting and consumer decisions。Journal of Consumer Research，23(1)，40-52。  new window
14.Burnett, M. S.,、Lunsford, D. A.(1994)。Conceptualizing guilt in the consumer decision making process。Journal of Consumer Marketing，11 (3):，33-43。  new window
15.Kim, B. D., Shi, M.,、Srinivasan, K.(2001)。Reward programs and tacit collusion。Marketing Science，20 (2):，99-120。  new window
16.Kivetz, R.(2003)。The effects of effort and intrinsic motivation on risky choice。Marketing Science，22 (4):，477-502。  new window
17.Kivetz, R.、Simonson, I.(2002)。Self-control for the righteous: Toward a theory of precommitment toindulgence。Journal of Consumer Research，29(2)，199-217。  new window
18.Kivetz, R.,、Simonson, I.(2003)。The idiosyncratic fit heuristic Effect advantage as a determinant ofconsumer response to loyalty programs。Journal of Marketing Research，30 (4):，454-467。  new window
19.Lascu, D. N.(1991)。Consumer guilt: Examining the potential of a new marketing construct。Advances in Consumer Research，18 (1):，290-293。  new window
20.Mick, D. G.(1986)。Consumer research and semiotics: Exploring the morphology of sign,symbols, and significance.。Journal of Consumer Research，13 (2):，196-213。  new window
21.Mick, D. G.,、DeMoss, M.(1990)。Self-gifts: Phenomenological insights from four contexts。Journal of Consumer Research，17 (3):，322-332。  new window
22.O'Curry S.、Strahilevitz M.(2001)。Probability and mode of acquisition effects on choicesbetween hedonic and utilitarian option。Marketing Letters，12 (1):，37-49。  new window
23.Prelec, D.,、Loewenstein, G.(1998)。The red and the black: Mental accounting of savingsand debt。Marketing Science，17 (1):，4-28。  new window
24.Shefrin, Hersh M.、Statman, Meir(1986)。How not to make money in the stock market。Psychology Today，20(2)，52-57。  new window
圖書
1.Berry, Christopher(1994)。The Idea of Luxury。Cambridge：Cambridge University Press。  new window
2.Reichheld, Frederick F.、Teal, Thomas(1996)。The Loyalty Effect: The Hidden Force behind Growth Profits, and Lasting Value。Boston：Harvard Business School Press。  new window
3.Popcorn, F.(1991)。The popcorn report。Faith popcorn on the future of your company, yourworld, your life。New York, NY。  new window
4.Prelec, D.,、Herrnstein, R. J.(1991)。Preferences or principles: Alternative guidelines forchoice. In R. J. Zeckhauser (Ed.)。Strategy and choice。Cambridge, MA。  new window
5.Sherry, J. F. Jr.,、McGrath, M. A.(1989)。Unpacking the holiday presenceA comparative ethnography of two gift stores. In E. C. Hirschman (Ed.)。Interpretive consumer research。Provo, UT。  new window
 
 
 
 
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