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

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.