臺灣博碩士論文加值系統

摘要
忠誠度計畫是目前最常見的行銷工具。但在市場上琳瑯滿目的忠誠度計畫中，究竟有什麼因素決定了它的成功；什麼樣的結構設計之忠誠度計畫才能吸引消費者的目光，進而可在競爭激烈的市場中脫穎而出。因此我們將藉由探討忠誠度計畫的結構設計，來瞭解其是否會對顧客忠誠度產生影響。
忠誠度計畫的結構設計因素主要有活動門檻及報酬導向；而顧客忠誠度包括了顧客的再購意願，以及顧客表現出來的行為與態度的忠誠。本研究將以活動門檻與報酬導向作為自變數，消費者心理特性為干擾變數，分別探討忠誠度計劃中活動門檻與報酬導向對顧客忠誠度的影響、門檻高低與報酬導向這兩項變數的交互作用，會對顧客忠誠度產生何種影響、及在消費者心理特性的干擾下，忠誠度計劃中的報酬導向會對顧客忠誠產生何種影響。為了驗證變數間的因果關係，將採2*2實驗設計方式進行。
在問卷回收後，本研究將以統計軟體進行資料分析，所採用的分析方法包括敘述統計、信度分析、多變量變異數分析(MANOVA)，研究結果發現：(1)在忠誠度計畫採用「低」活動門檻的設計時，價格型報酬導向會比價值型報酬導向能有更高的顧客忠誠度；(2)企業不需要就消費者之心理特性作出不同的區隔。而本研究提出之實務建議為：(1) 企業可以考慮降低忠誠度計劃的活動門檻，以利更多的消費者得以加入；(2) 企業可以考慮增加折抵現金、享有購物折扣的方式，直接提供給消費者金錢上的節省，使得消費者的金錢可以更有彈性地應用在其他用途上。
關鍵詞：顧客忠誠度、忠誠度計畫、消費者心理特性

Abstract
Althought loyalty program have become a key marketing-mix tool for sales promotion and prevalent across a variety of industries, the effective ways to design are still intetermined. This research wants to find what kind of structure designs would appeal consumers’ attention, and identify the factors that determine the success of a loyalty program.
In this research, we discuss how the structure designs of loyalty program affect customers’ loyalty. The structure factors include: (1) the threshold of loyalty program, (2)the reward of loyalty program. And the customers’ loyalty concludes repurchase intention, behavioral loyalty and attitudinal loyalty.
The research uses 2*2 between-subjects experimental design and finds that (1) when the threshold of loyalty program is lower, better-price reward will have a more positive impact on customers’ loyalty, (2) we do not have to make segmentation for different psychographics.
For the conclusions above, the following practical suggestions are offered: (1) lower the threshold of loyalty program will make customers have stronger desire to join these programs, (2) provide customers purshasing discounts and make them use their money more flexibly.
Key words: customers’ loyalty, loyalty program, psychological characteristics

目錄
摘要 iv
Abstract v
致謝 vi
目錄 vii
表目錄 ix
圖目錄 x
第一章 緒論 1
1.1研究動機 1
1.2研究目的 3
1.3研究流程 5
第二章 文獻回顧 6
2.1顧客忠誠度 6
2.1.1顧客忠誠度之定義 6
2.1.2忠誠度之重要性 8
2.1.3顧客忠誠度的衡量構面 11
2.2忠誠度計畫 14
2.3報酬導向 17
2.3.1忠誠度計畫之報酬導向 17
2.3.2決定報酬導向的機制 19
2.4活動門檻 24
2.4.1忠誠度計畫之活動門檻 24
2.4.2決定活動門檻的機制 26
2.5 消費者心理特性 29
第三章 研究方法 36
3.1研究架構 36
3.2研究假設 37
3.3變數之定義與衡量 43
3.3.1報酬導向 43
3.3.2活動門檻 44
3.3.3顧客忠誠度 44
3.3.4消費者心理特性 46
3.4實驗設計 48
3.5量表設計與統計分析方法 51
3.5.1量表設計 51
3.5.2統計分析方法 52
3.6樣本結構 53
第四章 研究結果 55
4.1自變數之控制檢定 55
4.2信度分析 55
4.3假設驗證 56
4.4研究結果 79
第五章 研究結論與建議 81
5.1結論 81
5.2實務建議 82
5.3後續研究方向 83
5.4研究限制 84
參考文獻 85
附錄 93

參考文獻
中文部分
1. 王又鵬、黃俊英、洪順慶，價格促銷策略對消費者再購行為影響之研究，管理評論，民83年7月，第十三卷，第二期，頁49-86。
2. 吳萬益、林清河，企業研究方法，華泰書局，民90年。
3. 吳明純，「忠誠度方案門檻與貨幣成本對消費者誘因選擇之影響」，國立臺灣大學商學研究所碩士論文，民91年。
4. 林靈宏，消費者行為學，五南圖書出版公司，民89年。
5. 林宜錚，「顧客轉換因素之探討-以行動電話門號業者為例」，國立成功大學交通管理研究所碩士論文學交通管理研究所碩士論文，民90年。
6. 林怡君，「贈品—主產品利益一致性與品牌權益對促銷效果之影響」，國立台灣大學商學研究所碩士論文，民91年。
7. 邱政皓，量化研究與統計分析，五南圖書出版公司，民89年。
8. 洪順慶，行銷管理，新陸書局，民89年。
9. 亞瑟‧休斯，資料庫行銷實用策略，麥格羅‧希爾國際出版公司，民90年。
10. 陸玉蘭，「消費者生活型態與促銷活動對於品牌忠誠度之影響-以台北市大專女學生彩粧化妝品消費者為例」，東吳大學企管研究所碩士論文，民88年。
11. 康華容，「探討消費價值認知對於消費者銷售促進活動影響之研究」，淡江大學國際企業研究所碩士論文，民90年
12. 葉詩珮，「忠誠度方案的門檻、分享傾向、罪惡感對消費者獎品選擇的影響」，國立臺灣大學商學研究所碩士論文，民91年。
13. 黃柏彰，「廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例」，國立成功大學交通管理科學研究所碩士論文，民國92年。
14. 潘明梅，「延緩性促銷利益一致性與消費者特性對品牌忠誠度之影響」，南台科技大學企管研究所碩士論文，民92年。
英文部分
1. Ailawadi, K. L., S. A. Neslin and Gedenk, K., “Pursuing the value- conscious consumer: Store brands versus national brand promotions,” Journal of Marketing, 65(1), 2001, pp. 71-89.
2. Baloglu S., “Dimensions of customer loyalty: Separating friends from well wishers,”Cornell Hotel and Restaurant Administration Quarterly, 43(1), 2002, pp.47-59.
3. Baumgartner, H., E.M., Steenkampy, “Exploratory Consumer Buying Behavior: Conceptualization and Measurement,” International Journal of Research in Marketing, 13(1), 1996, pp. 121-137.
4. Berlyne, D. E., “Curiosity and Learning,” Motivation and Emotion, Vol. 2, 1978, pp. 97-175.
5. Bolton, R. N., Kannan, P. K., Bramlett M.D., “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, 28(1), 2000, pp.95-108.
6. Bowen, J.T., Shoemaker, S.,“Loyalty: A strategic commitment,”Cornell Hotel and Restaurant Administration Quarterly, 39(1), 1998, pp.12-25.
7. Brown, C., “The Sales Promotion Handbook,” 1993, Kogan-Page, pp.65-105.
8. Buzzell, R. D., Quelch, J. A. & Salmon, W. J., “The Costly Bargain of Trade Promotion,” Harvard Business Review, 68(2), 1990, pp.141-150.
9. Chandon, P., Wansink B., Laurent, G., “A Benefit Congruency Framework of Sales Promotion Effectiveness,”Journal of Marketing, 64 (4), 2000, pp.65-81.
10. Chaudhuri, A., Holbrook M.B., “The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65(2), 2001, pp.81-93.
11. Dawson, S., Bloch, P. H., & Ridgway, N. M., “Shopping Motives, Emotional States, and Retail Outcomes,” Journal of Retailing, 64(4), 1990, pp.408-428.
12. Dholakia, U. M., “Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment,” Psychology & Marketing, 17(11), 2000, pp.955-982.
13. Dick, A. S. and Basu, K., “Customer Loyalty：Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22(2), 1994, pp.99-113.
14. Dowling, G. R. and Mark U., “Do Customer Loyalty Programs Really Work,” Sloan Management Review, 1997, 38(4), pp71-84.
15. Dreze, X., Hoch, S.J., “Exploiting the Installed Base Using Cross- Merchandising and Category Destination Programs,” International Journal of Research in Marketing, 15(5), 1998, pp.459-71.
16. Federick, K., The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value. Harvard Business School Press, 1996.
17. Feick, L. F., & Price, L. L., “The Market Maven: a Diffuser of Marketplace Information,” Journal of Marketing, 1987, 51(1), pp.83-97.
18. Griffin, J., “The Internet’s Expanding Role in Building Customer Loyalty,” Direct Marketing, 59(7), 1996, pp.50-53.
19. Griffin, J., Customer Loyalty: How to Earn It, How to Keep It, Simmon and Schuster Inc, 1995.
20. Guest, L. P., “Brand loyalty Revisited: A Twelve-Year Report, ”Journal of Applied Psychology, 48(2), 1964, pp.93-97.
21. Gutman, J., “A Means-End Chain Model Based on Consumer Categorization Processes,” Journal of Marketing, 46(2), 1982, pp.60-72.
22. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. & Schlesinger, L. A., “Putting the service-Profit Chain to Work, ’’ Harvard Business Review, March-April, 1994, pp.164-174.
23. Holbrook, M. B., “The Nature of Customer Value,” in Service Quality: New Directions in Theory and Pratice, R.T. Rust and R.L. Oliver, Thousand Oaks, CA: Sage Publication, 1994, pp.21-71.
24. Hsee, C. K., “Myopic Maximization: Medium Effect in Decision- Making,” working paper, 2000, Graduate School of Business, University of Chicago.
25. Jones, M. A., Mothersbaugh D.L., Beatty S.E., “Switching Barriers and Repurchase Intentions in Services,” Journal of Retailing, 76(2), 2000, pp. 259-274.
26. Jones, T. O., Jr. and Sasser W. E., “Why Satisfied Customers Defect,” Harvard Business Review, Nov-Dec, 1995, pp.88-99.
27. Keaveney, S. M.,“Customer Switching Behavior in Service Industries:An Exploratory Study,”Journal of Marketing, Vol.59(April), 1995, pp.71-82.
28. Kim, B., Shi M., Srinivasan K., “Reward Programs and Tacit Collusion,” Marketing Science, 20 (2), 2001, pp.99-120.
29. Kivetz, R., Simonson, I., “Earning the Right to Indulge: Effort as a Determinant of Consumer Preferences Toward Frequency Program Rewards,” Journal of Marketing Research, 39 (2), 2002, pp.155-170.
30. Kolodinsky, J., “Time as a Direct Source of Utility: The Case of Price Information Search for Groceries,” Journal of Consumer Affairs, 24(1), 1990, pp. 89-109.
31. Kotler, P., A Framework for Marketing Management, N.J.: Prentice-Hall, 2001.
32. Lee, J., Lee J. and Feick L., “ The Impact of Switching Costs on the Customer-Loyalty Link﹕Mobile Phone Service in France,”Journal of Services Marketing, 15(1), 2001, pp.35-48.
33. Lichtenstein R., N. M. Ridgaway, and R. G. Netemeyer, “Price Perceptions and Consumer Shopping Behavior：A Field Study,” Journal of Marketing Research, 30(2), 1993, pp. 234-245.
34. Lichtenstein, D. R., Netemeyer R. G., Burton, S., “Distinguishing Coupon Proneness from Value Consciousness: An Acquisition-Transaction Utility Theory Perspective,”Journal of Marketing, 54(3), 1990, pp.54-67.
35. Marmorstein, H., Grewal D., and R. H. Fishe, “The Value of Time Spent in Price-Comparison Shopping: Survey and Experimental Evidence,” Journal of Consumer Research, 19(3), 1992, pp. 52-61.
36. Monroe, K. B., Krishnan, R., “The Effect of Price on Subjective Product Evaluations,” Lexington Books, 1985, pp.209-232.
37. O’Brien, L. and Jones C., “Do Rewards Really Create Loyalty,” Harvard Business Review, 73 (3), 1995, pp.75-82.
38. Oliver, R. L., “Whence Consumer Loyalty?” Journal of Marketing, 63(special issue), 1999, pp.33-44.
39. Parasuraman, A. and D. Grewal, “The Impact of Technology on the
40. Parasuraman, A., Berry, L.L., Zeithaml A.V., “Refinement and Reassessment of the SERVQUAL,”Journal of retailing, 67(4), 1991, pp.420-450.
41. Peltier, J. W. and J. E. Westfall, “Dissecting the HMO-Benefits Managers Relationship: What to Measure and Why,” Marketing Health Services, 20(2), 2000, pp.4-13.
42. Peppers, D. and Rogers, M., The One to One Future, Raphael Sagalyn, Inc., 1993
43. Pritchard M. P., Havitz M.E., Howard D. R., “Analyzing the commitment-loyalty link in service contexts,” Academy of Marketing Science Journal, 27(3), 1999, pp.333-348.
44. Prus, A. and Brandt D. R., “Understanding Your Customers,” Marketing Tools, Jul.-Aug., 1995, pp.10-14.
45. Quality-Value-Loyalty Chain: A Research Agenda,”Journal of theAcademy of Marketing Science, 28(1), 2000, pp.168-74.
46. Raju, P. S., “Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior,” Journal of Consumer Research, Vol. 7, 1980, pp. 272-282.
47. Rao, H.U., Burnkrant, R.E., Erevelles, S., “Effects of presentation order and communication modality on recall and attitude, ” Journal of Consumer Research, Vol. 21, 1994, pp. 481-490.
48. Reichheld F.F.and Sasser W.E., “Zero Defections: Quality Comes to Service,” HarvardBusiness Review, 68(5), 1990, pp.105-111.
49. Robertson, T. S., Myers, J. H., “Personality Correlates of Innovative Buying Behavior: A Reply,” Journal of Marketing Research, 23(3), 1970, pp.260-261.
50. Roehm, M. L., E. B., Pullins, “Designing Loyalty-Building Programs for Packaged Goods Brands,” Journal of Marketing Research, 39(2), 2002, pp. 202-213.
51. Seybold, P. B. Customer Com：How to create a profitable business strategy for the internet and beyond Patricia Seybold Group, Inc., 2000.
52. Sharp B., Sharp A., “Loyalty programs and their impact on repeat-purchase loyalty patterns,” International Journal of Research in Marketing, 14(5), 1997, pp.473-486.
53. Sirdeshmukh, D., J. Singh, B., Sabol, “Consumer Trust, Value, and Loyalty in Relational Exchanges,”Journal of Marketing, 65 (1), 2002, pp.15-37.
54. Sirohi, N., E. W. McLaughlin, and D. R. Wittink, “A Model of consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer,” Journal of Retailing, 74(2), 1998, pp.223-245.
55. Somon, D., “The Illusion of Delayed Incentives: Evaluating Future Effort-Money Transactions,” Journal of Marketing Research, 35(4), 1998, pp.427-437.
56. Strahilevitz, M., J.G. Myers, “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell,” Journal of Consumer Research, 24(3), 1998, pp.434-446.
57. Stum, D. L. and A., Thiry, “Building Customer Loyalty,” Training and Development Journal, April 1991, pp.34-36.
58. Williams, Terrell G. and Slama, Mark E., “Market Mavens’ Purchase Decision Evaluative Criteria: Implication for Brand and Store Promotion Efforts,” The Journal of Consumer Marketing, 12(3), 1995, pp.4-12.
59. Wood, M., “Socio-economic status, delay of gratification, and impulse buying,” Journal of Economic Psychology, 19(3), 1998, pp.295-320.
60. Woodruff, R.B., “Customer Value: The Next Source for competitive Advantage,” Journal of the Academy of marketing Science, 25(2), 1997, 139-153.
61. Wulf, K.D., Schroder, G.O., Iacobucci D., “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration,” Journal of Marketing, 65(4), 2001, pp.33-50.
62. Zeithaml, V. A., “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52(3), 1988, pp. 2-22.
63. Zeithaml, V. A., Berry L., and Parasuraman A., “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(2), 1996, pp.31-46.