零售企业实施回报计划的动机研究  

Motivation for Retailing Enterprises Implementing Reward Programs

作　　者：马军平[1] 李纯青[1] 罗志勇[1] 

机构地区：[1]西安工业大学经济管理学院,西安710021

出　　处：《西安工业大学学报》2014年第11期919-924,共6页Journal of Xi’an Technological University

基　　金：国家自然科学基金(71172133);教育部人文社会科学青年基金(11YJC630149);陕西省自然基金(2014JM9363);陕西省教育厅项目(2013JK0224)

摘　　要：为了探究零售企业实施回报计划的动机,在文献研究、企业访谈和探索性因子分析的基础上,建立了一个结构方程模型,并运用问卷调查数据对路径系数进行估计.结果表明,企业组织重视、市场竞争程度和客户保持是影响我国零售企业采用回报计划的主要动机;进而,客户保持显著地影响感知回报计划的有用性;市场竞争程度显著地影响回报计划的使用意愿;企业组织重视显著地影响感知回报计划的易用性;感知回报计划的有用性显著地影响回报计划的使用意愿.The study is design to explore the motivation for retailing firms’ implementing reward programs .A structural equation model was built based on literature reseench ,enterprise interview and exploratory factor analysis .Then ,the path coefficients were estimated by using questionnaire data .The results show that holding valuable customers ,enterprise＆#39;s recognition and market competition are the main motivations for retailing enterprises’ implementing reward programs .Holding valuable customers affects the perceived usefulness significantly ;the degree of market competition affects the intention of the programs significantly ;enterprise’s recognition affects the perceived ease of use significantly ;and the perceived usefulness affects the intention of the programs significantly .

关 键 词：回报计划 动机 技术接受模型 零售企业 

分 类 号：F724.2[经济管理—产业经济]