消費者使用聯合忠誠度集點卡意圖之研究-以快樂購聯合集點卡為例

The Consumer's Intention of using the Loyalty Card-an Example of "Happy Go Joint Bonus Points Program"

王姿予(Zi-Yu Wang)

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(2010年)

摘要

近年來「忠誠度方案」逐漸受到重視。企業為贏得消費者的注意與青睞，推出許多行銷方案，許多零售業業者紛紛推出「消費滿額集點」方案，但在這快速發展的經濟時代，單打獨鬥的行銷方式已不符合經濟效益。本研究將以遠東集團所屬鼎鼎聯合行銷公司所發行的「快樂購聯合集點卡」使用意願為主要研究目標。有別於一般會員集點卡其可集點的店家及所可兌換的商品折扣有限。「聯合忠誠度集點卡」不僅可讓顧客更快速的累積點數，出門購物也不再需要攜帶多張會員卡。對於參與聯合忠誠度集點卡的廠商亦可分攤品牌、行銷成本更可共享顧客資料，建立顧客群以利於行銷活動的擬定與執行，提高異業結合的銷售機會。
本研究有效問卷的回收共372份，使用廻歸分析來驗證6個研究假設。依分析結果顯示：（1）態度及主觀規範有顯著正向影響快樂購聯合集點卡的使用意願（2）生活型態中偏精打細算型的消費者對使用快樂購聯合集點卡的態度有顯著正向影響；（3）知覺價值（便利及現金價值、渴望價值）對使用快樂購聯合集點卡的態度呈顯著正向影響（4）信任對使用快樂購聯合集點卡的態度呈現顯著正向影響；（5）信任對使用快樂購聯合集點卡意願呈顯著正向影響。最後依據研究實證結果提出管理建議及後續研究建議。

關鍵字

理性行為理論 ； 知覺價值 ； 聯合忠誠卡 ； Happy GO

並列摘要

In recent years, "loyalty program" is increasingly important. Enterprise to win the consumer's attention and favor the introduction of a number of marketing programs, many of the retail industry have launched the "Consumer fully occupied set point" program, but in this era of fast-growing economy, no longer go it alone in marketing cost. In this study, the Far Eastern Group's Friedrich will be issued by the company co-marketing "happy joint set points card purchase," the intention to use as the main research goal. Different from the general membership of the set point card it can store and the set point of the goods discount limited convertibility. "Set point card coalition loyalty" not only allows customers to accumulate points more quickly, go out shopping no longer need to carry more than one membership card. Set for participation in joint loyalty points card manufacturers can also share the brand, marketing costs can share customer information, build customer base in order to facilitate the formulation and implementation of marketing activities to enhance cross-sector sales opportunities.
In this study, the recovery of a total of 372 valid questionnaires were using regression analysis to test six hypotheses. The analysis results showed that: (1) Attitude and subjective norms for using the joint purchase intention have a significant positive effect on the happiness set point card (2) Consumers of pinch pennies in the lifestyle have significant effect on the joint set points card; (3) Perceived value (convenience and cash value, desired value) on the joint use of happiness set point card purchase was significant predictive of attitude (4) Trust on the joint use of happiness set point card purchases has a significant positive effect on attitude; ( 5) Trust significantly affected the use of happiness set point card. We discuss theoretical and practical implications as well as limitations and suggestions for future research.

並列關鍵字

TRA ； Perceived Value ； Loyalty Card ； Happy Go

參考文獻

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