A study on effects of redemption situations in frequency promotion on consumers’ emotion and attitude towards store.

• Main Authors: Pei-chun Ko, 柯佩君
• Other Authors: Albert Wenben Lai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/2p849n

碩士 === 國立中山大學 === 企業管理學系研究所 === 97 === From recent year(2008), restaurant, retailing, credit card services industry have began focusing on frequency reward promotion activity to increase business and customers’ loyalty. How do consumers like the activities? Actually, not all customers can be rewarded from their accumulated frequency. Failure of the accumulated frequency to obtain reward may cause consumers negative emotions. And, eventually the bad feeling impacts on their attitude toward the store. The current research developed two types of consumer emotional scale in adjective and in Chinese idioms . Through a 3x2x2 factorial design, 84 participants, 42 students and 42 rank-and -file people, took parts in the experiment, while 3 situations of frequency activities, 2 types of reward, and 2 kinds of business were manipulated, and two categories of criterion measure, emotion and attitude towards store, were implemented. （1）Customers who get reward promotion will have higher positive emotions than who failed to redeem. （2）People with high degree of loss, in the activities have much negative emotions, comparing to these without. （3）Consumer emotions will affect the consumer''s willingness to repeat purchase, likening and emotional attitude towards the store. （4）Different industry will moderate the effect of redemption situations on consumer emotion. （5）The original product type frequency rewards, in certain condition, may solicit more positive emotion than other type of product reward. Keywords: frequency promotion activities, redemption situations in promotion, consumer emotion, measurement for emotion