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系統識別號 U0026-2008201000144300
論文名稱(中文) 探討顧客使用聯合忠誠方案之研究-以價格意識為干擾變數
論文名稱(英文) The Determinants of Joining Coalition Loyalty Program – Price Consciousness as a Moderator
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 98
學期 2
出版年 99
研究生(中文) 郭凱翔
研究生(英文) Kai-Hsiang Kuo
學號 R4697114
學位類別 碩士
語文別 英文
論文頁數 71頁
口試委員 指導教授-張心馨
口試委員-許永明
口試委員-陳素雯
中文關鍵字 聯合忠誠方案  知覺價值  知覺複雜度  知覺風險  抗拒心理  顧客忠誠度  價格意識 
英文關鍵字 Coalition Loyalty Program  Perceived Advantage  Perceived Complexity  Perceived Risk  Psychological Reactance  Price Consciousness 
學科別分類
中文摘要 忠誠方案向來廣為各行各業所應用。但是,隨著忠誠方案日漸普及,為提高方案的吸引力,聯合忠誠方案的概念因應而生。本研究主要探討聯合忠誠方案的知覺價值、知覺複雜度、知覺風險,以及顧客的抗拒心理等因素對於方案忠誠度的影響,進而影響顧客對於廠商的忠誠度;並探究價格意識對於方案忠誠度與顧客忠誠度的干擾效果。本研究以Happy Go會員為研究對象,共回收276份有效樣本,以結構方程模式為主要的分析方法,並輔以階層迴歸檢驗研究假設。資料分析結果顯示,知覺價值的確能有效提升顧客對於聯合忠誠方案的忠誠度;且當聯合忠誠方案的忠誠度愈高,顧客對於廠商的忠誠度亦隨之提升。此外,知覺複雜度和抗拒心理皆對於方案忠誠度產生負向的影響。然而,知覺風險對於方案忠誠度的影響以及價格意識的干擾效果卻不顯著。由此可見,廠商推出聯合忠誠方案的確能有效提升顧客的忠誠度,但須兼顧方案的價值性和易用性,並能同時提供顧客多元的獎酬選擇,以降低顧客對於忠誠方案的抗拒心態。
英文摘要 Loyalty programs are widely used by enterprises from numerous industries. However, because such programs have become so common, it is necessary for enterprises to make their offerings more attractive in order to stand out from those of competitors, and this has lead to the rise of coalition loyalty programs. This study mainly focuses on the effects of perceived advantage, perceived complexity, perceived risk, and psychological reactance on coalition program loyalty, and in turn enhances store loyalty. In addition, this study also examines the moderating effects of price consciousness between coalition program loyalty and store loyalty. This study collected empirical data by conducting online questionnaires among people who are members of the Happy Go coalition loyalty program, and collected 276 valid samples. The Structural Equation Model and hierarchical regression analysis were used for data analysis. The results show that perceived advantage has a positive effect on coalition program loyalty, and that as the degree of coalition program loyalty increases, so does the level of customer loyalty toward the related enterprises. Moreover, both perceived complexity and psychological reactance have negative effects on coalition program loyalty. However, neither the effect of perceived risk on coalition program loyalty nor the moderating effect of price consciousness is significant. Consequently, the results show that by launching a coalition loyalty program, it is possible for enterprises to enhance customer loyalty. However, enterprises should pay more attention to designing valuable and easy-to-use loyalty programs, and provide a variety of reward choices to reduce psychological reactance.
論文目次 TABLE OF CONTENT
摘要................................................ Ⅰ
ABSTRACT................................................... Ⅱ
誌謝................................................. Ⅲ
TABLE OF CONTENT..................................... Ⅳ
LIST OF TABLES................................................. Ⅶ
LIST OF FIGURES.......................................... Ⅶ
Chapter 1 Introduction
1.1 Research Background and Motivation.............................. 1
1.2 Research Objectives........................................ 4
1.3 Research Value................................................ 5
1.4 Research Procedure........................................ 5

Chapter 2 Literature Review and Hypotheses Development
2.1 Coalition Loyalty Program.................................... 7
2.2 Definition of Research Constructs
2.2.1 Perceived Advantage............................................... 8
2.2.2 Perceived Complexity............................................. 10
2.2.3 Perceived Risk................................................ 11
2.2.4 Psychological Reactance.......................................... 12
2.2.5 Coalition Program Loyalty........................................... 13
2.2.6 Store Loyalty.................................................. 14
2.2.7 Price Consciousness...................................................... 16
2.3 Hypotheses Development
2.3.1 Perceived Advantage vs. Coalition Program Loyalty........................ 17
2.3.2 Perceived Complexity vs. Coalition Program Loyalty.................................................. 18
2.3.3 Perceived Risk vs. Coalition Program Loyalty............................ 19
2.3.4 Psychological Reactance vs. Coalition Program Loyalty............................................... 19
2.3.5 Coalition Program Loyalty vs. Store Loyalty.............................. 20
2.3.6 The Moderating Effect of Price Consciousness between Coalition Program Loyalty and Store Loyalty............21
Chapter 3 Research Design
3.1 Constructs Definition and Measurement.......................... 25
3.2 Pretest............................................... 27
3.3 Data Analysis Methods........................................ 30
Chapter 4 Results of Data Analysis
4.1 Demographic Analysis..................................... 33
4.2 T-Test and ANOVA..................................... 34
4.2.1 Gender................................................... 34
4.2.2 Age....................................................... 35
4.2.3 Education................................................... 36
4.2.4 Number of Cards Owned.......................................... 37
4.2.5 Usage Frequency............................................. 38
4.2.6 Monthly Income.............................................. 39
4.3 Measurement Assessment................................... 41
4.3.1 Confirmatory Factor Analysis....................................... 41
4.3.2 Model Fit Indices................................................ 43
4.3.3 Reliability and Convergent Validity Analysis.............................. 43
4.3.4 Discriminant Validity Analysis...................................... 45
4.4 Structural Model Analysis................................... 45
4.5 Hierarchical Regression Analysis............................. 48
Chapter 5 Conclusion and Discussion
5.1 Summary of Findings..................................... 50
5.2 Theoretical Implications................................. 53
5.3 Managerial Implications.................................... 55
5.4 Limitation and Direction for Future Research..................... 57

REFERENCES.......................................... 59

APPENDIX A............................................ 67
APPENDIX B............................................ 68
APPENDIX C............................................ 71

LIST OF TABLES
Table 3-1 Hypotheses to be Tested......................................... 24
Table 3-2 Summary of Construct Definitions..................................... 25
Table 3-3 Measurement Items of Constructs.................................... 26
Table 3-4 Results of Pretest.............................................. 29
Table 4-1 Results of Demographics Analysis.................................. 34
Table 4-2 T-Test Analysis (Gender)........................................ 35
Table 4-3 ANOVA (Age).............................................. 36
Table 4-4 ANOVA (Education)............................................. 37
Table 4-5 ANOVA (Number of Cards Owned).................................... 38
Table 4-6 ANOVA (Usage Frequency)....................................... 39
Table 4-7 ANOVA (Monthly Income)........................................ 40
Table 4-8 Confirmatory Factor Analysis..................................... 42
Table 4-9 Measurement Model Fit for Confirmatory Factor Analysis..................... 43
Table 4-10 Reliability and Convergent Validity Analysis............................ 44
Table 4-11 Discriminant Validity Analysis.................................... 45
Table 4-12 SEM Model Fit on Full Model Analysis............................... 47
Table 4-13 SEM Paths Analysis.......................................... 48
Table 4-14 Hierarchical Regression Analysis Results................................. 49

LIST OF FIGURES
Figure 1-1 Research Flow Chart............................................. 6
Figure 2-1 Conceptual Framework.......................................... 23
Figure 4-1 Path Diagram of Structural Equation Model Analysis........................ 46
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