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研究生:張雁捷
研究生(外文):CHANG,YEN-CHUCH
論文名稱:方案忠誠對商店忠誠之影響:涉入與轉換成本干擾效果探討
論文名稱(外文):The Effect of Program Loyalty on Store Loyalty:The Moderating Effects of Involvement and Switching Cost
指導教授:吳立偉吳立偉引用關係
指導教授(外文):WU, LI-WEI
口試委員:王崇昱張國雄吳立偉
口試委員(外文):WANG, CHUNG-YUCHANG, KUO-HSIUNGlwwu@thu.edu.tw
口試日期:2016-06-06
學位類別:碩士
校院名稱:東海大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:56
中文關鍵詞:聯合忠誠方案方案忠誠商店忠誠涉入轉換成本
外文關鍵詞:multivendor loyalty programsprogram loyaltystore loyaltyinvolvementswitching cost
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近幾年便利商店如雨後春筍般迅速拓展,競爭相對也越來越激烈,而行銷手法則顯得格外重要。不論是便利商店抑或量販店,常常以貼紙集點活動吸引顧客前往消費,然而是否貼紙集點活動所兌換到的獎酬能吸引到顧客,且是否能促使顧客對此方案產生忠誠,最終對商店也產生忠誠度。本研究將探討聯合忠誠方案、方案忠誠與商店忠誠三者間的關係,同時研究涉入與轉換成本對商店忠誠的干擾作用。
本研究採用採量化研究,發放問卷給予參與過7-11貼紙集點活動之消費者,共發放233份問卷,最後以233份有效問卷進行實證分析。本研究結果顯示聯合忠誠方案會正向影響方案忠誠,且方案忠誠會正向影響商店忠誠。另外,介於方案忠誠與商店忠誠間的干擾因子涉入會正向影響商店忠誠。

Recently, convenience stores rapidly expand, and competitions are intense. Obviously, marketing tactics are particularly important. Both convenience stores and wholesales often have loyalty program in order to attract customers. However, retailers are not certain whether reward redemption by loyalty program can been attracted to customer; also this activity can promote customers to become program loyalty. Ultimately, stores also can generate loyalty. This study will explore the relationship between multivendor loyalty programs, program loyalty and store loyalty. Also this study research involvement and switching cost for store loyalty as moderating variables.
Therefore, quantitative research is used in this study to do the analysis. In this survey, all 233 customers have been participating 7-11 loyalty program. In order to do the empirical analysis, this study obtains 233 complete responses. Results show that cash value, redemption choices, aspirational value, and variety of options have positive effects on program loyalty. Program loyalty has a positive effect on store loyalty. Otherwise, involvement moderates the relationship between program loyalty and store loyalty.

Acknowledgement Ⅰ
摘要 Ⅱ
Abstract III
I. Introduction 1
1.1 Research Background and Motivation 1
1.2 Research purpose 3
1.3 Research procedure 4
II. Literature Review and Hypotheses 5
2.1 Multivendor Loyalty Programs 5
2.1.1 Cash Value 7
2.1.2 Redemption Choices 7
2.1.3 Aspirational Value 7
2.1.4 Variety of Options 8
2.2 Program Loyalty 8
2.3 Store Loyalty 10
2.4 Involvement 13
2.5 Switching Cost 14
III. Research Methodology 16
3.1 Conceptual Framework 16
3.2 Operational Definitions 17
3.3 Sampling Method 22
3.4 Questionnaire design 22
3.5 Analysis Method 22
IV. Data Analysis and Empirical Results 24
4.1 Basic data analysis 24
4.2 Descriptive Statistics 25
4.3 Reliability and Validity Analysis 27
4.4 Discriminant Validity 30
4.5 Correlation Analysis 31
4.6 Hypotheses Test 32
4.7 Path Analysis 35
4.8 Summary 36
V. Discussion and Suggestion 37
5.1 Discussion and Conclusion 37
5.2 Managerial Implication 38
5.3 Limitations and Future Research 39
Appendix 40
References 43
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