探索結論需求對獎勵計畫與忠誠度關聯性之影響

購買，是每個人的日常生活中非常重要的行為。當產品或服務的選項相近時，消費者會選擇購買價值較高或能更符合消費者喜好的選項。獎勵計畫便是一種能有效提升消費者知覺價值的促銷方式。企業廣泛的使用獎勵計畫來提高收益和建立顧客忠誠度。當面臨眾多不同的獎勵計畫時，消費者會根據自己個人的偏好以及人格特質而做出不同的選擇。在過去的研究中指出，「結論需求(need for closure)」是一種可以用來了解消費者選擇和決策的個人特質。本研究透過對結論需求的程度來探討消費者對不同獎勵計畫的偏好和忠誠度，而獎勵計畫可依下列三種特性設計為不同類型：獎勵時間性(立即性/延遲性)、獎勵機率性(100%/50%)和獎勵明確性(明確/不明確)。主要研究結論歸納如下：首先對於不同時間性的獎勵，消費者不論結論需求的程度高或低都較為偏好立即性獎勵而非延遲性獎勵。第二，面對獎勵機率性和獎勵明確性時，高結論需求的消費者顯著偏好100%和明確獎勵，而低結論需求的消費者在此兩種獎勵間則沒有顯著的差異。最後，當獎勵兌換時間延長到下次消費時，高結論需求的消費者面對100%和明確獎勵時會顯著提高其忠誠度，而低結論需求的消費者在此兩種獎勵間則沒有顯著的忠誠度差異。

關鍵字

結論需求；獎勵時間性；獎勵機率性；獎勵明確性；消費者忠誠度

並列摘要

Purchasing is an important behavior that nearly every people do in their daily lives. While the product or service choices are similar, customer will look for the product value which are more worthy or attracted to their demand. Reward programs are an effective way to engage customer's attention. Reward programs have become popularly used tools for managers to increase their revenue and build customer loyalty. While facing various reward programs, customers make decisions based on their preference and personal characteristic. According to previous research, "need for closure (NFC)" is an important variable of individual difference that influences customers' choice and decision. In this study, need for closure was used as a moderator to explore customer's preference and loyalty to different reward programs. We examined three characteristics of reward programs: reward timing (immediate/delayed), reward probability (100%/50%) and reward precision (precise/imprecise). The results of this study indicated that, first, regardless the level of NFC, respondents show preference to immediate rather than delayed reward. Second, when the rewards varied in probability and precision, respondents with high NFC significantly prefer to 100% and precise rewards, whereas, low NFC reveals no difference between high and low probability, and between high and low precision. Last, when the coupon usage was extended to next patronage, respondents with high NFC showed higher loyalty when they were provided 100% or precise rewards; conversely, respondents with low NFC showed no difference in loyalty.

並列關鍵字

need for closure ； reward timing ； probability reward ； precise reward ； loyalty

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探索結論需求對獎勵計畫與忠誠度關聯性之影響

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