消費者申辦忠誠卡意願之研究

A Study on Consumer's Intention of Appling for Loyalty Cards

田靜宜(Jing-Yi Tian)

指導教授 ： 施佳玫

崑山科技大學/商業管理學院/企業管理研究所/碩士(2011年)

摘要

隨著時代不斷的演變，消費者購物所選擇的地點也從傳統的柑仔店，漸漸地轉往大型連鎖零售的量販店，也使得各家零售業者無不推出各種的購物優惠、行銷活動來吸引消費者的目光，在如此競爭的時代，也唯有建立顧客忠誠才是目前的當務之急，而很多的量販店皆推出「顧客忠誠卡」來維繫顧客忠誠。本研究探討商店形象、商店忠誠、生活型態及對忠誠卡的認知（如:知覺利益、知覺易用性、知覺風險）對影響消費者申辦忠誠卡態度之影響，態度、主觀規範及知覺行為控制對申辦忠誠卡意願之影響，並且以294位有過量販店購物經驗的消費者為驗證對象。
路徑分析結果顯示，(1) 商店忠誠、消費者對忠誠卡的知覺利益、知覺易用性、商店形象會顯著正向影響申辦忠誠卡的態度 (2) 消費者精打細算型的生活型態會顯著正向影響申辦忠誠卡的態度 (3)消費者便利購物型的生活型態會顯著負向影響申辦忠誠卡的態度 (4)申辦忠誠卡的態度、主觀規範、知覺行為控制會顯著正向影響申辦忠誠卡的意願。最後，研究者依據實證研究結果提出建議，以供量販業者參考，並提出後續之研究建議。

關鍵字

商店忠誠 ； 計畫行為理論 ； 知覺利益 ； 知覺易用性 ； 知覺風險 ； 商店形象 ； 生活型態

並列摘要

With the coming of the advanced environment, the choice of purchasing is from traditional grocery into hypermarket. All hypermarkets provide consumers with discount and other promotion activities to catch their eyes. In the competitive society, the most important mission for hypermarkets is to build loyalty. Therefore, they start launching loyalty card to maintain the relationship with customers. This research is to discuss whether store image, store loyalty, life style and consumer perception of loyal card (such as perceived benefit, perceived ease of use and perceived risk) will influence on consumers’ attitude of applying for loyalty card; and whether consumers’ attitude , subjective norm and perceived behavioral control will influence on the intention of applying for loyalty card. There are 294 subjects as the samples.

The findings of path analysis show that (1) store loyalty, consumers’ perceived benefits to loyalty card, consumers’ perceived ease of use to loyalty card and store image have positive influence on consumers’ attitude of applying for loyalty card; (2) consumers’ pinch pennies life style has positive influence on consumers’ attitude of applying for loyalty card; (3) consumers’ convenience-shopping life style has negative influence on consumers’ attitude of applying for loyalty card; (4) consumers’ attitude to apply for loyalty card, subjective norm and consumers’ perceived behavioral control have positive influence on applying for loyalty card intention. Finally, this study provides suggestions and recommendation for hypermarkets.

並列關鍵字

store loyalty ； TPB ； store image ； perceived benefit ； perceived risk

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