臺灣博碩士論文加值系統

現在人習慣用點數開啟一天的生活，到便利商店買咖啡、去超市買菜，結帳順便賺點數，就如同意外的小禮物，用對的方式累積，就能讓點數發揮不同的效用。為滿足消費者的需求，企業執行有別於傳統的聯合忠誠度方案，來進行關係行銷、顧客關係管理，以達到忠誠度方案的目的。從過去的研究可以看出，消費者參與聯合忠誠度方案，牽涉了外在因素與心理層面的因素，本研究主要在於從瞭解影響消費者持續消費的意圖之因素，探討聯合忠誠度方案執行成功的關鍵，透過質性訪談與便利抽樣問卷調查，蒐集聯合集點卡會員使用經驗，計採用288份問卷，以統計分析軟體SmartPLS 3.0作為分析工具，衡量信、效度及路徑分析，並驗證研究模型及假說。結果顯示，在聯合忠誠度方案中，方案知覺價值會正向影響方案滿意度；顧客對聯合忠誠度方案的滿意度會正向影響情感性承諾；消費者對廠商的情感性承諾會正向影響消費者持續消費的意圖；替代方案吸引力會正向影響持續性承諾；消費者對廠商的持續性承諾會弱化方案滿意度與情感性承諾之間的正向關係；消費者關係傾向和消費者涉入程度對強化情感性承諾與消費者持續消費的意圖之間的關係均不具影響。總體而言，本研究為現今不斷擴大但仍處於探索階段和持續完善之中的聯合忠誠度方案，提供了以消費者為觀點的理論架構，並對方案發起廠商提出方案設計的參考建議。

Modern people are used to start a day by earning points through buying a cup of coffee at a convenience store, shopping for grocery at a supermarket and so on. Reward points are like unexpected gifts, which play different functions when collected by right ways. Vendors offer multi-vendor loyalty programs for relationship marketing and customer relationship management to achieve the goal of loyalty programs. It can be seen from past research that consumers’ participation in multi-vendor loyalty programs involves external and psychological factors. This study mainly focuses on understanding the factors that influence consumers' intentions of repurchase intention and discussing the key factors for the successful implementation of multi-vendor loyalty programs. In order to collect experience of multi-vendor loyalty programs, 11 members of multi-vendor loyalty program were qualitative interviewed and 288 questionnaires based on convenience sampling. The research used the structural equation model of SmartPLS 3.0 to perform the reliability, validity and path analysis and to test the research model and hypotheses. The result shows the following findings: (1) perceived value positively influences satisfaction; (2) consumers’ satisfaction for multi-vendor loyalty programs has impact on affective commitment; (3) consumers’ affective commitment for vendors positively influences has impact on repurchase intention; (4) attractiveness of alternatives positively influences continuance commitment; (5) consumers’ continuance commitment for vendors has negative impact on the positive relationship between satisfaction and affective commitment; (6) consumer relationship proneness and involvement have no moderating effect on the relationship between affective commitment and repurchase intention. This study contributes a theoretical framework based on the consumer's point of view for the multi-vendor loyalty programs which is currently expanding but still in the exploratory and continuous improvement stage. It provides program designing recommendations for multi-vendor loyalty programs promoter as well.

謝　詞 I
中文摘要 II
英文摘要 III
目　錄 IV
圖 次 VI
表 次 VII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的與問題 5
第三節　研究流程與論文架構 6
第二章　文獻回顧 9
第一節　關係行銷 9
第二節　承諾 17
第三節　顧客關係管理 19
第四節　顧客忠誠度 24
第五節　忠誠度方案 30
第三章　研究設計 37
第一節　研究架構 37
第二節　研究假說推論 38
第三節　研究方法 46
第四章　研究分析與結果 59
第一節　衡量模型之基準 59
第二節　研究模型分析與假說檢定 66
第三節　干擾效果分析 69
第五章　結論與建議 71
第一節　學術意涵 71
第二節　管理意涵 74
第三節　研究限制與未來研究建議 76
參考文獻 77
著作權聲明 87

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三、網路參考資料
Fortune Business Insights (2020). Market Research Report. January 31, 2021. Retrieved from https://www.fortunebusinessinsights.com/industry-reports/loyalty-management-market-101166