忠誠度方案對知覺價值及忠誠之影響－以涉入干擾變數

Effect of Loyalty Program Design on Perceived Value and Loyalty: Involvement as Moderator

張雅婷(Ya-Ting Chang) ； 李賜郎(Ssu-Lang Lee) ； 陳芳萍(Fang-Ping Chen)

《行銷評論》 3卷1期 (2006/03) Pp. 665-688

https://doi.org/10.29931/MR.200603.0005

摘要

忠誠乃是企業獲利之指標，現今企業紛紛採用忠誠度方案，積極吸引新顧客並留住現有顧客。然而忠誠度方案增加忠誠與否，仍是爭論未休之議題。本研究探討忠誠方案、知覺價值、方案忠誠、品牌忠誠之關係，並將涉入程度納入干擾變數。本研究採用實驗設計，將受訪者利用隨機分派至四個情境進行資料蒐集。實證結果發現：(1)涉入對門檻與知覺價值間具有干擾作用；(2)知覺價值會正向影響方案忠誠；(3)方案忠誠在知覺價值及品牌忠誠間具有中介作用。最後，本研究針對研究發現進行討論，提出研究限制與後續研究之建議。

關鍵字

忠誠度方案 ； 知覺價值 ； 方案忠誠 ； 品牌忠誠

並列摘要

Loyalty is a profit index for enterprises. Enterprises nowadays widely adapt the loyalty programs to reward customers' loyal behaviors. This is to attract new customers as well as to keep the existing customers. However, there are still various views on whether the loyalty program really increases the loyalty of customers effectively. This study seeks to examine how two aspects of the loyalty program, type of rewards and threshold, influence customers' perceived value and how customers' perceived value relates to program loyalty and brand loyalty. This study also adds consumer's involvement as moderate variable. This study conducts a 2×2 between-subjects experiment design and collects the primary data by questionnaire. The results show that involvement moderates the relationship between threshold and customers' perceived value. In addition, customers' perceived value positively associates with the program loyalty. Finally, regardless of high-involvement or low-involvement conditions, customers' perceived value influences the brand loyalty indirectly through the loyalty program. The final section discusses the theoretical implication of this research, and also discusses the research limitations and further researches.

並列關鍵字

Loyalty Program ； Perceived Value ； Program Loyalty ； Brand Loyalty

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