聯合忠誠度方案對於消費者購買行為之影響探討__臺灣人文及社會科學引文索引資料庫

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題名：	聯合忠誠度方案對於消費者購買行為之影響探討
書刊名：	臺大管理論叢
作者：	蔡顯童／邱雅鈴
作者(外文)：	Tsai, Hsien-tung／Chiu, Ya-ling
出版日期：	2012
卷期：	23:1
頁次：	頁297-326
主題關鍵詞：	聯合忠誠度方案；方案認知價值；知覺關係投資；Multivendor loyalty programs；Perceived program value；Perceived relationship investments
原始連結：	連回原系統網址
相關次數：	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:1 共同引用:0 點閱:20

本研究主要在探討聯合忠誠度方案對於消費者購買行為的影響。透過問卷調查及真實購買行為資料，本研究發現聯合忠誠度方案認知價值包含了五個重要的價值構面，分別為「獎酬的現金價值」、「獎酬的選擇性」、「獎酬的吸引程度」、「感受到特別的待遇」、及「合作商店的多樣性」。其次，「方案的認知價值」會透過「方案發起廠商滿意度」與「移轉障礙」影響消費者的真實「購買量」與「購買次數」；然而，「合作廠商的關係投資程度」僅會透過「方案發起廠商滿意度」進而影響消費者的「購買量」與「購買次數」。最後，「親友共同集點的壓力」會明顯地促使消費者將其購買意願轉化成真實「購買量」與「購買次數」。

以文找文

As important components of firms’ relationship management strategies, multivendor loyalty programs aim to deepen relationships by rewarding consumers for doing business with coalition firms. However, relatively little research has examined the factors and mediating mechanisms that underlie the relationship between the perceived value of loyalty programs and consumers’ purchase behavior. This study proposes and tests a model in which perceived value affects purchase behavior (i.e., purchase volume and purchase frequency) through overall satisfaction and switching barriers. According to both self-reported and objective behavioral data, five proposed dimensions of loyalty programs significantly influence consumers’ purchase behavior. In particular, cash value exerts the greatest effect on repurchase intention through both mediators (i.e., overall satisfaction and switching barriers). The results also show that group norms positively moderate the relationship between repurchase intention and actual purchase behavior. The authors conclude with some managerial and research implications of the study’s findings.

以文找文

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