消费者为何不愿意兑换积分?——奖励价格对兑换意愿的影响  

Why are consumers not willing to redeem points:The impact of reward price on willingness to exchange

作　　者：马宝龙[1] 胡智宸 白如冰 MA Baolong;HU Zhichen;BAI Rubing(School of Management and Economics,Beijing Institute of Technology,Beijing 100081,China)

机构地区：[1]北京理工大学管理与经济学院,北京100081

出　　处：《管理工程学报》2021年第3期34-43,共10页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金资助项目(71672008、71432002)。

摘　　要：如今许多企业通过实施忠诚计划加强顾客忠诚度、提高行业竞争力,然而顾客往往没有积极地进行积分兑换活动,或没有从中收获最优奖励,这些非理性的兑换行为极大降低了顾客参与忠诚计划的积极性及企业实施忠诚计划的有效性。本文在常旅客计划的情境下研究了机票价格对积分兑换意愿的影响和其边界条件,结果显示:企业呈现给顾客低于其心理预期的奖励机票价格会使顾客表现出较低的积分兑换意愿;非目标选项的机票价格和积分过期压力调节价格信息对兑换意愿的影响;当顾客有多个出行计划时,低于其心理预期的目的地机票价格也会导致顾客的非理性兑换(兑换价格最高,而非效用最大的机票),而积分过期压力会减缓这一效应。本文对常旅客计划中违背一般决策理论的非理性兑换行为进行研究,丰富和发展了忠诚计划与消费行为关系的相关理论,对于企业有效实施常旅客计划具有一定启示意义。In response to current increasingly fierce competition,airlines,hotels and other enterprises begin to implement loyalty programs to maintain and develop their customer relationships.Customers participating in the program can not only enjoy certain discounts and value-added services,but also accumulate points to exchange rewards later.But in practice,although customers have participated in the plan and accumulated points as the enterprises expect,their points are not actively redeemed.In other words,customer′s irrational exchange behavior is found for not redeeming the points they gain from previous purchase.The low exchange rate of loyalty plan seems to help enterprises reduce costs and save costs,but in fact,it will increase the company′s operating costs.Firstly,the points that are not exchanged bring financial burden to the company,because most systems require that the points that are not exchanged must be classified as liabilities according to their accounting rules.Secondly,from the consumer′s perspective,irrational exchange reduces the perceived return of members,thus harms loyalty plan.Moreover,delaying the exchange of points,or failing to exchange,can cause customer′s disappointment,or even result in consumer′s withdrawal from the plan.All in all,these irrational exchange behaviors greatly reduce the enthusiasm of customers to participate in loyalty programs and the effectiveness of enterprises to implement loyalty programs.Studies have found that the calculation rules of points,the demographic characteristics of customers,online or offline channels for exchange may affect consumers′willingness to exchange,some briefly pointing out the phenomenon that consumer chooses not to exchange their points.However,there is still a lack of relevant research to fully explain consumers′delayed and irrational exchange.Moreover,customers usually need to refer to some clues to evaluate the value of loyalty programs,such as the price or quality information of rewards for exchange,so the price information of r

关 键 词：常旅客计划 奖励价格 积分兑换意愿 非理性兑换行为 

分 类 号：C93[经济管理—管理学]