產品涉入、產品利益對忠誠度計畫之知覺價值及品牌忠誠之影響

The Effect of Involvement and Product Benefits on Value Perception of Loyalty Program and Brand Loyalty

涂靜婷(Ching-Ting Tu)

指導教授 ： 張重昭

國立臺灣大學/管理學院/商學研究所/碩士(2004年)

https://doi.org/10.6342/NTU.2004.10002

摘要

『忠誠度計畫』，利用回饋促銷的方式以提高消費者的購買數量、購買金額、購買頻率等，以達到鞏固核心顧客，提高顧客滿意度，發掘潛在顧客之目的，也使得它成為產品差異化的價值鏈（value chain）中一部份。然而國內外相關研究，大部分只從忠誠度計畫的形式探討，鮮少探討忠誠度計畫執行效益，以及，忠誠度計畫與顧客忠誠的機制（mechanism）。然而，是否所有的消費者對於各種形式的忠誠度計畫都具有高度知覺價值？又是否某一套商品或商業所慣用的忠誠度計畫的成孕i以直接移轉到另一套商品或商業模式？哪些變數影響了忠誠度計畫與客戶忠誠度之間的關係？此外，忠誠度計畫的執行，最後是否建立了品牌的忠誠度？本研究之目的，即在探討影響忠誠度計畫的因素，並探討顧客忠誠度與忠誠度計畫之間的形成路徑機制，藉此，使廠商可透過，研究變數、路徑機制的瞭解，針對不同的商品、商業、顧客，設計執行忠誠度計畫，真正達到最後提高顧客忠誠度與利潤的目標。最後結論顯示

一、就忠誠度計畫之獎酬型態，涉入程度高，忠誠度計畫所提供之金錢性獎酬相較於非金錢性獎酬，會使得消費者有較高的知覺價值；而涉入程度低，由於獎酬誘因屬性非產品本身，忠誠度計畫所提供之金錢性與非金錢性獎酬，沒有導致計畫的知覺價值差異。
二、就忠誠度計畫之獎酬時間點，由於即時性本身具有立即實現的特性，產生歸屬感，涉入程度高，重視之屬性與價值在主產品本身所提供，因此對於時間點的價值較不重視，影響不顯著。而涉入程度低，非重視誘因（incentive）獎酬的產品本身，因此忠誠度計畫所提供之即時性獎酬，相對於延遲性獎酬，產生的計畫知覺價值較高。
三、弁鄔妦ㄚ~，重視弁鄔囮Q益，對於金錢性獎酬的計畫知覺價值，高於非金錢性獎酬。而獎酬的即時或延遲時間點則無差異。
四、歡樂性產品，在於情感性利益的激發，對於非金錢性獎酬的計畫知覺價值，高於金錢性獎酬。獎酬的即時或延遲時間點，則因個人差異抵銷效果。
五、涉入程度高、弁鄔妦ㄚ~，皆可透過直接與間接的方式，建立品牌忠誠；涉入程度低、歡樂性產品，則是透過建立計畫忠誠（program loyalty），間接地形成品牌忠誠度。

行銷義涵上則建議
一、企業可因應產品涉入程度不同，或因應涉入情境，制訂忠誠度計畫
二、企業應先釐清品牌或產品之利益來源，以此制訂忠誠度計畫執行方式
三、可透過忠誠度計畫執行，建立長期關係，強化低涉入產品之品牌忠誠
四、歡樂性產品，可強化產品利益一致之忠誠度計畫，強化計畫忠誠，以此效果強化品牌忠誠之建立。
五、執行忠誠度計畫，提高即時性或便利性之獎酬，以更易提高計畫知覺價值

關鍵字

品牌忠誠 ； 產品涉入 ； 產品利益 ； 忠誠度計畫

並列摘要

"Loyalty program" enhances consumer's purchase quantity, the purchase amount, the purchase frequency by using the feedback coupling promotion way and so on. The goal of this program is to consolidate core customers, enhance the degree of customer satisfaction, excavate potential customers and produce a difference value chain of products. Nevertheless, domestic and foreign researches almost focus on the issues of execution in loyalty program. There are few discussions about the effectiveness of loyalty program, as well as the mechanism of loyalty program and customer's loyalty. Do all consumers have highly perceptive value regarding any kind of loyalty program? Whether the execution of loyalty program establishes the brand loyalty? The major purpose of this research is to discuss the variables influencing the effectiveness of loyalty program, and the paths forming the relationship between customer loyalty and the loyalty program. Then, by realizing research variables and formation paths, businesses can design their own loyalty program for different commodities and enhance the customer loyalty and profits. And, the conclusion of the research demonstrating includes:
1. For reward types of loyalty program, under high involvement, the monetary rewards will enhance higher perception value compared with non-monetary rewards. Contrarily, under low involvement, types of rewards have no significant influence in perceptive values.
2. For reward timing of loyalty program, under high involvement, the influence of reward timing is not significant. Under low involvement, subjects have contrast higher perceptive value about immediate rewards compared to delayed rewards.
3. For utilitarian products, compared to non-monetary rewards, higher perceptive values of monetary rewards will bring about. The character of timing of rewards has on significant difference in value perception.
4. For hedonic products, compared to monetary rewards, higher perceptive values of non-monetary rewards will bring about. The character of timing of rewards has on significant difference in value perception.
5. For high involvement and utilitarian products, loyalty program will establish brand loyalty by both direct and indirect paths. For low involvement and hedonic products, loyalty program will establish brand loyalty by indirect path.
From the findings above, this research provides some managerial implications:
1. Businesses could design various loyalty programs through different degrees of involvement for their products or customers.
2. Businesses might clarify the product benefit of their brands and commodities, so that they can build up their appropriate loyalty programs.
3. To execute suitable loyalty programs would enhance the brand loyalty of low-involvement products and constructs a long term relationship between business and customers.
4. For hedonic products, businesses could design a loyalty program confirming benefit congruency. They might provoke the program loyalty and then enhance the brand loyalty.
5. As executing loyalty programs, the convenience and immediate of rewards redemption would be emphasized to elevate perceptive values more easily

並列關鍵字

Prodcut involvement ； loyalty pro ； product benefits

參考文獻

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