忠诚度方案对知觉价值及忠诚之影响以涉入干扰变数-Academic.PDFVIP

行銷評論，2006 年春季 第3 卷，第1期，頁665-688 忠誠度方案對知覺價值及忠誠之影響─ 以涉入干擾變數 張雅婷 國立臺北大學企管系碩士 李賜郎 國立臺中技術學院會計系講師 陳芳萍 國立中央大學企管所博士生 摘 要 忠誠乃是企業獲利之指標，現今企業紛紛採用忠誠度方案，積極吸引 新顧客並留住現有顧客。然而忠誠度方案增加忠誠與否，仍是爭論未休之 議題。本研究探討忠誠方案、知覺價值、方案忠誠、品牌忠誠之關係，並 將涉入程度納入干擾變數。本研究採用實驗設計，將受訪者利用隨機分派 至四個情境進行資料蒐集。實證結果發現：(1)涉入對門檻與知覺價值間具 有干擾作用；（2）知覺價值會正向影響方案忠誠；（3）方案忠誠在知覺價 值及品牌忠誠間具有中介作用。最後，本研究針對研究發現進行討論，提 出研究限制與後續研究之建議。 關鍵字：忠誠度方案、知覺價值、方案忠誠、品牌忠誠。 Effect of Loyalty Program Design on Perceived Value and Loyalty: Involvement as Moderator Ya-Ting Chang National Chengchi University 666 行銷評論 Ssu-Lang Lee National Taichung Institute of Technology Fang-Ping Chen National Central University Abstract Loyalty is a profit index for enterprises. Enterprises nowadays widely adapt the loyalty programs to reward customers’ loyal behaviors. This is to attract new customers as well as to keep the existing customers. However, there are still various views on whether the loyalty program really increases the loyalty of customers effectively. This study seeks to examine how two aspects of the loyalty program, type of rewards and threshold, influence customers’ perceived value and how customers’ perceived value relates to program loyalty and brand loyalty. This study also adds consumer’s involvement as mo