积分奖励计划有效性的影响因素及其作用机制——基于信用卡行业的实证研究  

Influencing Factors of the Effectiveness of Points-based Reward Program and Its Mechanism:An Empirical Study Based on the Credit Card Industry

作　　者：王大海[1] 韩德昌[2] 

机构地区：[1]天津工业大学管理学院,天津300387 [2]南开大学商学院,天津300071

出　　处：《统计与信息论坛》2012年第11期92-98,共7页Journal of Statistics and Information

基　　金：国家自然科学基金项目(71202015);教育部人文社会科学研究青年基金项目<基于需求信息更新的消费者行为与两周期供应链管理策略的交互影响研究>(11YJC630174)

摘　　要：通过文献回顾分析,以购买份额替代顾客忠诚作为评判积分奖励计划有效性的变量,并发掘出影响积分奖励计划有效性的重要因素,从行为学角度建构了研究模型。研究证明:(1)感知价值对购买份额影响最为深刻,不仅直接正向影响购买份额,还通过顾客满意对购买份额产生间接效应;(2)顾客满意对购买份额的影响大于转换成本,两变量直接正向影响购买份额;(3)便利性对购买份额的影响最小,且这种影响是通过顾客满意和转换成本来间接实现。By means of literature analysis, this research evaluates the effectiveness of the points-- based reward program using share of wallet instead of customer loyalty, proposes some important factors on affecting the effectiveness of the points--based reward programs and constructs research model in consumer behavior domain. Results show that： （1） The influence on the share of wallet of perceived value is most important. Perceived value not only has a positive effect on share of wallet directly, but also has an indirect effect by customer satisfaction on share of wallet; （2） Customer satisfaction has much more influence on share of wallet than switching costs, customer satisfaction and switching costs have positive effects on share of wallet directly; （3） Convenience has an indirect effect mediated by customer satisfaction and switching costs on share of wallet.

关 键 词：积分奖励计划 有效性 影响因素 作用机制 

分 类 号：F270[经济管理—企业管理]