臺灣博碩士論文加值系統

回饋方案逐漸演變為使用來保留顧客或刺激購買的一項行銷工具並成為顧客關係管理重要的一部分。回饋方案若要成功激勵顧客的忠誠，則方案的設計的良窳將影響顧客參與方案的興趣及購買行為，管理者也可以藉著一個設計良好的忠誠方案加強消費者的重複購買行為。然而，對於消費者如何評估回饋方案的因素卻是知之甚少。
許多研究指出涉入程度影響消費者對於回饋方案的反應。獎酬時機關乎獎酬的便利性也在忠誠方案相關的文獻中被廣泛的討論。此外，本研究首次納入企業年齡作為忠誠方案設計的外在線索以影響消費者對於方案的知覺價值及知覺風險。最後，對忠誠方案的知覺價值及知覺風險如何影響顧客忠誠度在本研究中也一併探討。故本研究採用2(獎酬時機─延遲、立即)*2(涉入程度─高、低)*2(企業年齡─長、短)實驗設計方式進行，並以大學學生及研究生作為研究對象。研究結果顯示立即性回饋、高涉入程度及營運期間較長的企業個體能夠降低消費者的知覺風險並促使消費者認為回饋方案更有價值。另外，新成立企業提供延遲性回饋給予低涉入顧客將對於其忠誠行為產生不良的影響。本研究之結果使行銷者深入瞭解消費者對於不同忠誠方案設計的反應與行為，這些結果可以促使行銷人員在面對不同的消費族群能夠設計最適合的回饋方案。

As an important component of customer relationship management, reward programs have become an increasingly popular marketing tool for retaining customers and stimulating product or service usage. A well-designed loyalty program can attract customers. Managers could elicit customers’ repeat purchase behavior through a well-designed reinforcement program, but little is known about the factors that determine how such programs are evaluated by consumers.
Many studies suggested that involvement might influence the response of the reward program. Timing of reward concerning convenience of getting incentives is also extensively discussed in previous research related to loyalty program. Besides, this study firstly examines how business longevity which works as an extrinsic cue in a scheme of a reward program influence perceived risk and value of the program. Finally, how risk and value perception of the loyalty program affects customer loyalty is also investigated. The 2(timing of reward: delayed and immediate) x 2(degree of involvement: high and low) x 2(business longevity: long and short) between-subject factorial design are conducted with undergraduate and graduate students as the subjects. The results show that immediate reward, long business longevity and high involvement respectively make reward programs less risky and more valuable. Moreover, delayed rewards of loyalty program offered by newly established company are unfavorable to consumers who are low involvement. Finally, this study indeed can help marketing executive to comprehend consumers’ reactions toward the reward program with different program scheme.

TABLE OF CONTENTS
ABSTRACT.................................................II
TABLE OF CONTENTS........................................IV
LIST OF TABLES..........................................VII
LIST OF FIGURES..........................................IX
CHAPTER ONE INTRODUCTION..................................1
1.1 Research Background and Motivations...................1
1.2 Research Objectives...................................4
1.3 Scope of the Study....................................5
1.4 Research Flow.........................................7
1.5 Structure of the Research.............................8
CHAPTER TWO LITERATURE REVIEWS...........................10
2.1 Loyalty Program......................................10
2.1.1 The Effectiveness of Loyalty Program...............12
2.1.2 The Scheme of Loyalty Program......................14
2.2 Definition of Theory and Research Constructs.........15
2.2.1 Timing of Reward...................................15
2.2.2 Business Longevity.................................16
2.2.3 Involvement........................................18
2.2.4 Perceived Risk of the Loyalty Program..............20
2.2.5 Perceived Value of the Loyalty Program.............21
2.2.6 Behavioral Intentions..............................24
2.3 Hypotheses Development...............................26
2.3.1 Main Effects of Timing of Reward, Business Longevity and Involvement..........................................26
2.3.2 Interaction Effects of Timing of Reward, Business Longevity and Involvement................................28
2.3.3 Relationship between Perceived Risk of the Loyalty Program and Perceived value of the Loyalty Program.......31
2.3.4 Relationship between Perceived Risk of the Loyalty Program and Behavioral Intentions........................32
2.3.5 Relationship between Perceived Value of the Loyalty Program and Behavioral Intentions........................34
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 36
3.1 The Conceptual Model.................................36
3.2 Research Design......................................38
3.3 Stimulus Development.................................39
3.3.1 Specialty Store Selection..........................40
3.3.2 Timing of Reward Selection.........................40
3.3.3 Business Longevity Selection.......................41
3.4 Construct Measurement and Questionnaire Design.......41
3.4.1 Manipulation Check.................................42
3.4.1.1 Timing of Reward.................................42
3.4.1.2 Business Longevity...............................42
3.4.1.3. Involvement.....................................42
3.4.2 Dependent Variables................................43
3.4.2.1 Perceived Risk...................................43
3.4.2.2 Perceived Value..................................44
3.4.2.3 Behavioral Intentions............................45
3.4.3 Questionnaire Design...............................46
3.5 Pretest..............................................46
3.5.1 Stage 1............................................46
3.5.2 Stage 2............................................47
3.6 Sampling Plan........................................51
3.7 Main study...........................................51
3.8 Data Analysis Procedure..............................52
3.8.1 Descriptive Statistic Analysis.....................52
3.8.2 Purification and Reliability of the Measurement Variables................................................52
3.8.3 Confirmatory Factor Analysis.......................53
3.8.4 Independent Sample t-test..........................54
3.8.5 One-way Analysis of Variance (ANOVA)...............54
3.8.6 Multivariate Analysis of Variance (MANOVA).........54
3.8.7 Linear Regression Analysis.........................55
CHAPTER FOUR DESCRIPTIVE AND RELIABILITY ANALYSIS........56
4.1 Descriptive Analysis.................................56
4.1.1 Data Collection....................................56
4.1.2. Characteristics of Respondents....................56
4.1.3 Measurement Results for Relevant Variables.........57
4.2 Manipulation Check in Main Study.....................59
4.3 Factor Analysis and Reliability Tests................61
4.3.1 Perceived Risk of the Loyalty Program..............61
4.3.2 Perceived Value of Loyalty Program.................63
4.3.3 Behavioral Intentions..............................64
4.4 Confirmatory Factor Analysis: Construct Validity and Reliability..............................................65
4.5 Correlation Matrix for All Variables.................68
CHAPTER FIVE RESEARCH RESULTS AND DISCUSSIONS............70
5.1 Differences between Factors of Research Construct....70
5.1.1 The Effects of Timing of Reward....................70
5.1.2 The Effects of Business Longevity..................72
5.1.3 The Effects of Involvement.........................73
5.2 The Interaction Effects of Timing of Reward and Business Longevity.......................................74
5.3 The Interaction Effects of Timing of Reward and Involvement..............................................77
5.4 The Interaction Effects of Business Longevity and Involvement..............................................79
5.5 The Interaction Effects of Timing of Reward, Business Longevity, and Involvement...............................82
5.6 The Influence of Perceived Risk and Perceived Value on Behavioral Intentions....................................86
CHAPTER SIX CONCLUSIONS AND SUGGESTIONS..................90
6.1 Research Conclusion..................................90
6.2 Research Implication and Contributions...............93
6.2.1 Academic Contributions.............................93
6.2.2 Managerial Implications............................94
6.3 Research Limitations and Future Research Suggestions.95
References...............................................97
APPENDIX A..............................................106
APPENDIX B..............................................110
APPENDIX C..............................................114

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