顧客參與網路購物聯合忠誠度方案之研究－以集點王網路消費集點為例

The Study of Customers’ Participation in On-line Coalition Loyalty Programs: The Case of “Ipoint”

張慈芸(Tzu-Yun Chang)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00760

摘要

在忠誠度方案已普遍存在且漸趨成熟下，「聯合忠誠度方案」是忠誠度方案的新趨勢，意指三個以上的廠商聯合推出忠誠度方案以共同分享品牌、營運成本、行銷支出及顧客資料所有權。與傳統單一廠商的忠誠度方案相比，聯合忠誠度方案可讓顧客更快速的累積點數、讓廠商節省成本及增加交叉銷售的機會。而網路購物是現代人忙碌生活下的潮流，聯合忠誠度方案當然也在電子商務中逐漸興起，所以本研究欲探討影響顧客參與網路購物聯合忠誠度方案的正負面因素及購買意願。提出的模型包括顧客承諾的三個構面（規範性承諾、持續性承諾、情感承諾）、網路購物的關鍵因素－網路信任、聯合忠誠度方案中重要的交叉購買概念、以及影響關係建立的負面因素，另外再納入顧客知覺轉換成本與整體滿意度以檢測其干擾效果。本研究以「集點王」網路購物聯合集點網站的會員為受測對象，並採用LISREL線性結構關係模式為主要分析方法。研究結果可歸納出以下結論：顧客承諾中只有持續性承諾能提升再購買意願，規範性承諾與情感承諾的影響都不顯著。網路信任會造成再購買意願的提高，但並未直接影響交叉購買意願。交叉購買驅動力能正向影響交叉購買意願，且顧客知覺轉換成本越高，此正向影響力越強，交叉購買驅動力包括方案內廠商的多樣性、形象互相搭配程度、價格合理性、互補性與客製化。關係障礙會降低再購買意願，關係障礙則包括資料維護及使用因素、時間因素、利益因素及個人損失因素。本研究也發現再購買意願對交叉購買意願有正向的增強效果。

關鍵字

忠誠度方案 ； 聯合忠誠度方案 ； 顧客承諾 ； 交叉購買 ； 關係障礙 ； 網路信任 ； 線性結構關係模式（LISREL）

並列摘要

Coalition loyalty programs become newly-emerged loyalty trend. Coalition loyalty programs mean three or more companies band together to share the branding, operational costs, marketing expense and data ownership of a common loyalty currency. Compared with traditional solus schemes, coalition loyalty programs offer higher velocity of points accumulation for customers and strong economic benefits for firms, including benefits from the chances of cross-selling. On-line shopping is a promising channel of choice for consumers under busy life nowadays, and coalition loyalty programs also emerge and flourish gradually on electronic commerce. Our study intends to explore the positive and negative antecedents and purchase intention of customers’ participation in on-line coalition loyalty programs. The proposed model includes three components of customer commitment (normative commitment, continuance commitment, affective commitment), e-trust, cross-buying concepts, and relationship hindrance. We also incorporate customer perceived switching costs and overall satisfaction as moderators. LISREL method is adopted to test the model based on the questionnaire data of members in “Ipoint Program” on the internet. Our study can generalize following conclusions: Among three components of customer commitment, only continuance commitment leads to repurchase intention. E-trust positively influences repurchase intention, but it doesn’t enhances cross-buying intention directly. Cross-buying drivers ( the extent or varieties of the stores in the coalition loyalty program, the extent of image fit, payment equity, complementarity, customization) positively influence cross-buying intention, but the effect depends on customer perceived switching costs. Relationship hindrance (upkeep themes, time themes, benefit themes, personal loss themes) will hinder the relationship development between consumers and firms. Finally, positive effect exists between repurchase intention and cross-buying intention.

並列關鍵字

loyalty program ； coalition loyalty program ； customer commitment ； cross-buying ； relationship hindrance ； e-trust ； Structural Equation Modeling (LISREL)

參考文獻

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