忠誠度計畫移轉障礙之形成因素與其影響-以信用卡為例

Abstract

忠誠度計畫在近年廣泛受到企業所採用，為了更進一步瞭解忠誠度計畫，本研究以忠誠度計畫的移轉障礙為主軸，檢驗忠誠度計畫移轉障礙的影響因素，像是因忠誠度計畫設計而造成的拘束感、挫折感，以及市場上替代方案的吸引力，和參與者本身對於多樣性的需求程度；除此之外，本研究亦探討忠誠度計畫移轉障礙是否讓參與者產生情感性承諾或行銷反抗，進而對參與者的重複購買意願造成影響。本研究以信用卡市場的消費者為主要研究對象，並利用LISREL 進行實證分析，結果得到以下結論： 一、忠誠度計畫設計上給予參與者的約束感是忠誠度計畫移轉障礙最顯著的影響因素。 二、若市面上存在具有吸引力的替代性計畫，忠誠度計畫的移轉障礙將受到負面影響。 三、消費者的多樣性消費的需求，對忠誠度計畫移轉障礙有顯著負向影響。 四、忠誠度計畫的移轉障礙對情感性承諾有顯著正向的影響。 五、消費者的情感性承諾對重複購買意願有顯著正向的影響。

Loyalty programs have been widely adopted by companies recently. In order to know more about loyalty programs, this study decides to choose switching barrier of the loyalty programs as our central idea, several influential factors of switching barrier in loyalty program will be examined, including the bonding and frustration resulting from the design of loyalty programs, attractive alternatives in the market, and participants’need for variety. Moreover, this study also examines if participants’affective commitment or promotion reactance would be induced by loyalty programs’switching barrier or not and then affects their repurchase intention. This research focuses on in Credit card market, and is analyzed by LISREL statistical method. The induced conclusions are as follows: 1. The bonding induced by the design of loyalty programs is the most significant factor affecting switching barrier of loyalty programs. 2. Switching barrier in loyalty program would be negative affected if there are attractive alternatives in the market. 3. Participants’ need for variety has significant negative effects on switching barrier in loyalty programs. 4. Switching barrier in loyalty programs has significant positive effect on affective commitment. 5. Participants’affective commitment has significant positive effect on repurchase intention.