常客忠诚计划奖励对消费者-品牌关系的影响研究  

Research on the Effect of Rewards in Loyalty Programs on Consumer–brand Relationships

作　　者：秦佳良 QIN Jia-liang(Business School, University of Shanghai for Science and Technology, Shanghai 200093)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《湖南财政经济学院学报》2021年第2期61-72,共12页Journal of Hunan University of Finance and Economics

基　　金：国家社会科学基金西部项目“互联网+背景下社区共享平台用户持续使用行为研究”(项目编号:20XSH020);教育部人文社会科学研究青年基金项目“创新驱动情境下新员工悖论内涵结构、动态演化及领导干预策略研究”(项目编号:20YJC630042);上海高校青年教师培养资助计划项目“在线教学环境下的学生内在动机和参与度研究——以上海高校工商管理专业本科生为例”(项目编号:ZZslg20017);上海理工大学博士启动费项目“调节定向与个体创新的关系研究”(项目编号:BSQD202003)。

摘　　要：尽管品牌通过常客忠诚计划提供不同类型的奖励,但现有文献缺乏对其如何影响消费者-品牌关系的研究。从自我扩张理论的视角出发,通过问卷调查和情景模拟实验法对这一文献缺陷进行了补充研究。研究结果表明:常客忠诚计划的特殊型奖励比普通型奖励会产生更强的消费者自我扩张;常客忠诚计划的奖励越特殊,它通过消费者自我扩张和品牌自我纳入的双重中介作用,对品牌综合评价、品牌推荐意愿和品牌认同产生的间接积极影响更大;消费者满意度可以调节特殊型奖励和普通型奖励对消费者品牌自我纳入的影响。Although brands offer different types of rewards through loyalty programs,the existing literature lacks research on how they affect the consumer-brand relationship.Based on self-expansion theory,this paper studies the research gap through questionnaire survey and scenario experiment.The results show that:the special rewards of loyalty programs produce stronger consumers'self-expansion than the mundane rewards.The more special the rewards of loyalty program are,the greater the indirect positive influence it has on brand overall evaluation,recommendation intention and brand identity through the double mediation of consumers'self-expansion and brand inclusion in the self.Consumer satisfaction can moderate the influence of special rewards and mundane rewards on consumers'brand inclusion in the self.This paper provides some theoretical reference for improving the consumer-brand relationship in the aspect of loyalty program rewards.

关 键 词：常客忠诚计划 消费者-品牌关系 特殊型奖励 普通型奖励 自我扩张 

分 类 号：F274[经济管理—企业管理]