臺灣博碩士論文加值系統

摘要
本研究結合關係行銷理論－關係利益、關係品質、關係結果的架構，探討忠誠計畫在利益型態、承諾型態之間如何相互影響，以及如何帶動忠誠度的提升。並進一步比較實體通路與虛擬通路之間，其效應是否有所不同。本研究以綜合商品零售業為研究範圍，實驗一：實體通路鎖定百貨商場，實驗二：虛擬通路鎖定網路商城。研究對象為一般消費大眾，包括有參與會員計畫的消費者以及一般顧客的消費者。採用情境模擬法，操弄變數為「忠誠計畫」與「點數累積型態」，為2因子5組的實驗設計。進行便利抽樣調查，共發放1100份問卷，有效問卷1003份。透過SPSS 19.0進行敘述性統計分析、整體模式檢定、信效度分析，以及Smart PLS進行結構方程模式分析等。
研究結果顯示，忠誠計畫方案與等級的畫分，會使顧客知覺到特殊對待獎勵效益大於財務性獎勵，在虛擬通路中尤為明顯。利益型態對承諾型態以及忠誠度皆產生正向影響，且消費者知覺社會性獎勵，不論是對通路或對服務人員，抑或是對於再購意圖或口碑傳遞，其影響力皆遠遠大於經濟性獎勵。唯在實體通路的忠誠卡方案比較情境中，財務性獎勵不會促使消費者產生口碑傳遞的行為。承諾型態對忠誠度的影響皆呈正向，但在虛擬通路中，對通路的信任培養不會影響消費者重複購物意願的產生。積累計畫與即時計畫只有在實體通路中，當利益型態對持續性承諾的影響下，才能發揮調節作用。

ABSTRACT

In this study, combined with relationship marketing theory - the interests of all, the relationship between the quality of the relationship between the results of architecture to explore the loyalty program in the interests of patterns, promise how interaction between the patterns, and how to drive to enhance loyalty. And further compared between physical channel and virtual path, its effect is different. In this study, general merchandise retailing in the study, Experiment 1: physical channel lock department stores, second experiment: virtual path network lock mall. The subjects were the general consumer public, including the participation of members of the general plan of the consumers and consumer customers. Using situational simulation, manipulation of variables &;quot;accumulation patterns points&;quot; to &;quot;loyalty program&;quot; and for 2 factorial experimental 5 design group. Convenience sampling survey carried out, a total of 1100 questionnaires were valid questionnaires 1003 copies. A narrative through SPSS 19.0 statistical analysis, the overall pattern verification, reliability and validity analysis and structural equation modeling Smart PLS analysis.
The results showed that levels of loyalty programs and plans to draw points, customers will perceive the benefits outweigh the reward special treat-financial incentives, particularly evident in the virtual path. Interest generated patterns are patterns of commitment and loyalty to a positive impact, and the consumer perception of social rewards, both for access or for service personnel, or is the intention to re-purchase or transfer reputation, its influence is far greater than all economic incentives. The only entity in the loyalty card program via the relatively context, - financial incentives will not prompt consumers to pass word of mouth behavior. Influence commitment patterns of loyalty were highly positive, but in a virtual path, trust in the cultivation of passage will not affect consumer willingness to generate repeat shopping. Accumulation plan with immediate plans only in the physical path, when under the influence of the interests of patterns of persistent commitment to play a regulatory role.

目次 Ⅰ
表目次 Ⅳ
圖目次 Ⅶ
第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 5
1.3研究範圍與對象 6
1.4研究流程 8
第二章文獻探討 10
2.1忠誠度概述 10
2.2忠誠計畫概述 11
2.3忠誠計畫相關研究 13
2.4參與忠誠計畫的決定性因素 14
2.5關係行銷架構下的忠誠計畫型態 15
2.5.1 關係行銷理論 15
2.5.2 關係行銷架構下的忠誠計畫 17
(1)計畫型態(獎勵計畫/忠誠卡) 18
(2)會員結構 19
(3)點數累積類型 21
(4)關係利益之利益形態 23
(5)關係品質之承諾型態 24
(6)關係結果之忠誠度 27
第三章 研究方法 29
3.1研究架構 29
3.2 變數定義與假說 31
3.2.1計畫型態對於利益型態 31
3.2.2利益型態對於承諾型態 33
3.2.3 利益型態對於忠誠度 35
3.2.4 累積型態的調節效果 37
3.3研究設計 38
3.3.1 實驗設計與組合 38
3.3.2 前測 39
3.3.3 實驗情境發展 40
3.3.4 正式實驗 52
3.4變數衡量 57
3.4.1 操弄變數 57
3.5資料分析方法 63
3.5.1 敘述性統計分析 63
3.5.2 平均數差異檢定 63
3.5.3 多變量變異數檢定 64
3.5.4 因素負荷量 65
3.5.5 信度分析 66
3.5.6 效度分析 67
3.6.7 偏最小平方 68
第四章 資料分析 69
4.1 實驗一：資料分析 69
4.1.1 樣本結構 69
4.1.2 t檢定 73
4.1.3 整體模式檢定 74
4.1.4 模式衡量 76
4.1.5 信效度分析 79
4.1.6 結構模式 81
4.1.7 直接、間接與總效果 87
4.1.8 累積型態之干擾效果 89
4.2 實驗二：資料分析 91
4.2.1 樣本結構 91
4.2.2 單一樣本t檢定 95
4.2.3 整體模式檢定 96
4.2.4 模式衡量 98
4.2.5 信效度分析 101
4.2.6 結構模式 103
4.2.7 直接、間接與總效果 107
4.2.8 累積型態之干擾效果 110
4.3 假說結果彙整 113
第五章 結論 114
5.1研究結論 114
5.1.1 計畫型態之效果 114
5.1.2利益型態之效果 115
5.1.3 承諾型態之效果 117
5.1.4 點數累積型態干擾之效果 118
5.2 管理意涵 119
5.2.1 如何強化獎勵效應 119
5.2.2 如何凝聚承諾 119
5.2.3 如何提高忠誠度 120
5.3 研究限制 122
5.4未來建議 123

參考文獻 124
附錄1：實驗一百貨商場常客獎勵方案正式問卷 146
附錄2：實驗一百貨商場二級金卡*積累正式問卷 151
附錄3：實驗一百貨商場二級普卡*積累正式問卷 157
附錄4：實驗一百貨商場二級金卡*即時正式問卷 163
附錄5：實驗一百貨商場二級普卡*即時正式問卷 169
附錄6：實驗一百貨商場三級金卡*積累正式問卷 175
附錄7：實驗一百貨商場三級銀卡*積累正式問卷 181
附錄8：實驗一百貨商場三級普卡*積累正式問卷 187
附錄9：實驗一百貨商場三級金卡*即時正式問卷 193
附錄10：實驗一百貨商場三級銀卡*即時正式問卷 199
附錄11：實驗一百貨商場三級普卡*即時正式問卷 205
附錄12：實驗二網路商城常客獎勵方案正式問卷 211
附錄13：實驗二網路商城二級金卡*積累正式問卷 216
附錄14：實驗二網路商城二級普卡*積累正式問卷 222
附錄15：實驗二網路商城二級金卡*即時正式問卷 228
附錄16：實驗二網路商城二級普卡*即時正式問卷 234
附錄17：實驗二網路商城三級金卡*積累正式問卷 240
附錄18：實驗二網路商城三級銀卡*積累正式問卷 246
附錄19：實驗二網路商城三級普卡*積累正式問卷 252
附錄20：實驗二網路商城三級金卡*即時正式問卷 258
附錄21：實驗二網路商城三級銀卡*即時正式問卷 264
附錄22：實驗二網路商城三級普卡*即時正式問卷 270

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黃識銘、余泰魁（2006年）。關係連結與未來關係互動之研究－關係品質中介效果。管理與系統，13卷3期，265-292。
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蔡宏仁（2000年）。渡假俱樂部會員卡購買行為之研究－以小懇丁綠野渡假村為例。朝科技大學休閒事業管理系碩士論文。
蔡顯童 &; 邱雅玲（2012年12月）。聯合忠誠度方案對於消費者購買行為之影響探討。臺大管理論叢，　23卷1期, 297－326。
蕭至惠、吳宏文、蔡進發（2009年）。關係利益、關係品質與關係產品整合模型之研究－不同服務業種之論證。行銷科學學報，5卷1期。35-78。
謝依靜、吳嘉慧，(2004); 金融服務業顧客關係利益與忠誠度之探討, 台灣管理學刊，第4卷第2期，民93年8月，頁225-250
羅雅嬪(2006年)。網購服務失誤、服務補救與顧客滿意度-知覺公平與期望不一致之觀點。國立嘉義大學，嘉義市。

1.5中文書籍
Rick Crandall著，高子梅譯（2003年12月20日）。顧客服務最佳行銷方法。臺北市：臉譜出版社。
方世榮（譯）（1998年）。行銷學管理(Philip Kotler)，臺北市：東華書局。
吳明隆（民國98年）。SPSS操作與應用─問卷統計分析實務，臺北市：五南圖書。
陳正昌、陳新豐、程柄林＆劉子鍵（民國96年）。多變量分析方法－統計軟體應用。臺北市：五南圖書。
蕭文龍（民國102年）。統計分析入門與應用－SPSS中文版+PLS-SEM(SmartPLS)，臺北市：碁峰資訊。

 
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