影響消費者集點忠誠度之因素研究：心理所有權觀點

在全球化市場競爭日益激烈的環境下，顧客忠誠度愈高，企業的獲利也會相應增加，因此紅利積點（bonus points）成為一種重要的行銷手法。許多企業將紅利積點的使用和兌換APP化，除了聚焦於企業自身的商品和服務，還不斷擴大與其他外部企業的合作，從而擴大企業的經濟圈和顧客的消費範疇。然而，在激烈的市場競爭中取得領先地位的關鍵在於誰能為顧客提供更多價值，甚至提升顧客的「稟賦效應」。而「稟賦效應」與學術研究所提「心理所有權」概念相似，雖然心理所有權在組織情境下已有許多研究，但在電子商務和紅利積點情境中的研究相對有限。因此，本研究之研究目的，係試圖了解在紅利積點應用情境下，影響使用者心理所有權的前因（包括：知覺控制程度、知覺熟悉程度、自我投資程度、社會影響）以及心理所有權的後續影響結果如何（包括：持續使用及願付價格程度）。本研究透過問卷調查法，以紅利積點系統使用者為研究調查對象，研究工具經信效度檢驗後再進行研究模型假說檢定。研究結果發現：（1）四項前因，其中知覺熟悉程度、自我投資程度及社會影響三項因素，皆對心理所有權有正向顯著影響，但知覺控制程度效果則不顯著。（2）心理所有權對持續使用與願付價格兩者皆具有正向顯著影響。此外，本研究透過性別和職業的分群效果進行進一步分析，發現兩種分群結果皆有所差異。最後，根據研究結果，本研究提出了具體的結論，並提出了對未來紅利積點系統管理和行銷之具體意涵及建議。

關鍵字

紅利積點系統；心理所有權；自我投資；消費者忠誠度

並列摘要

With the increasingly competitive global market, higher customer loyalty leads to higher profitability for businesses. Bonus points have become an important marketing tool due to the management benefits they bring. Many companies have turned to bonus point systems that are app -based for ease of use and redemption. This not only focuses on the company's own products and services but also expands collaborations with other external businesses, further expanding the company's economic scope and customer consumption However, in the fiercely competitive industry, the key to success lies in who can provide customers with more value and even increase their "endowment effect " Endowment effect is similar to the concept of "psychological ownership" proposed in academic research. Although there is a considerable amount of research on psychological ownership in organizational contexts, there is relatively limited research in the context of e -commerce and bonus point systems. Therefore, the purpose of this study is to understand how the antecedents of psychological ownership (including perceived control, perceived familiarity, self-investment, and social influence) affect users' psychological ownership and subsequent outcomes (including continued use and willingness to pay) in the context of bonus point applications. This study used a questionnaire survey to investigate b onus point system users as research respondents. The data was validated for reliability and validity before testing the research model hypotheses. The results of the study found that: (1) among the four antecedents, perceived familiarity, self -investment, and social influence all have a significant positive impact on psychological ownership, while the effect of perceived control is not significant. (2) Psychological ownership has a positive and significant impact on both continued use and willingness to pay This study further analyzed the subgroup effects of "gender" and "occupation" and found differences in the results of the two subgroups. Finally, this study presents conclusions and specific implications and recommendations for future bonus point system management and marketing based on the research results.