會員制度對消費行為的影響

現今的各類熱門產業競爭都非常激烈，為了增加顧客上門意願，在眾多行銷手法當中，會員制度是其中頗為廣泛使用的方法之一。故本研究的目的即是探討會員制度應該如何設計比較能夠影響到消費者的消費行為。本研究僅針對不分產業的廣泛性會員制度進行探討與分析，深度訪談20位民眾，根據他們所擁有的一張最常使用與一張不常使用的會員卡的消費經驗來進行分析。本研究所得之重要結果分析如下：一、受喜愛與不受喜愛的會員制度之結構受喜愛的會員卡之所以接受度高的原因有以下幾點：入會方式簡單且不用入會費用、持卡消費有現金上的優惠、會員資格為無期限。而不受喜愛的會員卡被接受的程度低的原因是由於入會需要費用、持卡消費在現金上並沒有多大的優惠，而且會員資格到期時，還要花費續約。二、會員制度對消費行為的影響受喜愛的會員制度會正向提高消費者的入會意願、顧客保留，以及RFM。其原因是消費者持卡消費可以打折，且消費金額可以累積紅利點數兌換商品、禮券、現金折扣。關鍵詞：會員制度、顧客忠誠度、RFM

關鍵字

會員制度、顧客忠誠度、RFM

並列摘要

Facing the extremely rival environment among modern popular industries, membership is one of the marketing strategies which have been widely used to increase consumers’ consumption willingness. The goal of this survey is going to discuss about how to design the membership to affect consumers’ behaviors. By interviewing 20 people, this survey analyzed the consumption experiences about one membership card which is been used most frequently and the other one which is been used least frequently. The most important results from this survey are as follows: 1. The structures of the favorable membership and unfavorable membership There are several characteristics of the highly favorable membership: membership fee exemption, simple membership qualification procedure, cash bonus in membership, and indefinitely membership qualification. The unfavorable membership system does not have such incentives that attract consumer. 2. The impacts of membership on consumer behaviors The favorable membership increases the willingness of being the member, the customer retention-under the favorable membership card, the RFM of consumption. The mainly factors that attract consumers are that card holders can enjoy the discount, the amount of consumption can be transferred to bonus points to change for commodities, and coupon or cash discount. Key words: customer loyalty, membership, RFM