The Effects of Loyalty Program Requirement, Monetary Cost and Source of Income on Consumer Preference Toward Loyalty Program Rewards

• Main Authors: Shin-Shin Chang, 張心馨
• Other Authors: Chuying Lin
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/11186901905070220034

碩士 === 東吳大學 === 企業管理學系 === 92 === This research is aimed at exploring the influence of loyalty program requirement, monetary payment, and source of income on consumers’ preference toward loyalty program rewards. Study 1 is a 2x2 between subject experimental design with college students as the unit of analysis, and the rewards for choice are hedonic and utilitarian products. Study 2 is also a 2x2 between subject experimental design, but the respondents are changed to working class. The rewarded gifts are either luxury or necessity. The conclusions are as follows: 1. Higher loyalty program threshold will have a significant positive effect on preference for hedonic over utilitarian rewards. 2. Higher loyalty program threshold will have a significant positive effect on preference for luxury over necessity rewards. 3. The free gifts as rewards to customers (as compared to require customers to pay extra money) will have a significant positive effect on preference for hedonic over utilitarian rewards. 4. The free gifts as rewards to customers (as compared to require customers to pay extra money) will have a significant positive effect on preference for luxury over necessity rewards. 5. The portion of living expenses supported by others does not significantly moderate the loyalty program threshold — choice of hedonic/utilitarian rewards relationship. 6. The tendency to feel guilt does not play a moderating role on the loyalty program requirement — choice of luxury/necessity rewards relationship.