忠诚度计划对网络消费行为影响之研究——以书籍购买为例
Effects of Loyalty Programs on Consumers’ Online Book Purchasing Behavior

作者: 张立言 , 邱 麟 , 朱兴中 :嘉义大学,企业管理学系,嘉义市;

关键词: 网络购物忠诚度计划叙述性偏好法实验设计罗吉特模式Online Shopping Loyalty Program Stated Choice Analysis Experimental Design Logit Model

摘要:

近年来,台湾网络购物市场规模不断成长,网络市场已成为企业拓展客源的重心。在此情况下,本研究以书籍购买为例,探讨消费者购买地点选择之影响因素,并考虑网络商店在加入忠诚度计划后是否影响选择行为。本研究透过问卷调查,了解消费者书籍商品的购买习惯,以及在选择网络购物时所考虑的主要服务属性、对忠诚度计划内容之偏好。以叙述性偏好法进行实验设计,采二元罗吉特模式分析数据。研究结果指出,书籍消费者较偏好之忠诚度计划为延迟的现金回馈,且希望以累积消费次数作为奖励门坎。而多数消费者均以商品售价和旅行成本做为购买地点考虑之主要因素。此外,等待商品到货的时间也是消费者决定是否选择在网络购买的重要因素。



Abstract:

Due to the rapid growth of online shopping market, many industries have developed various loyalty programs in order to secure their customers and boost their profit. However, the effect of loyalty program on customer’s purchase behavior is not clearly understood. This study conducts a stated choice experimental design to explore how loyalty programs can affect a customer’s choice between a traditional bookstore and an on-line bookstore. This experimental design considers that the on-line book store has various loyalty program features including requirement to collect the reward, type of reward and timing of reward. This study applied multinomial logit models to explore factors that can significantly influence their choice between a traditional bookstore and an on-line bookstore. Results indicate that immediate reward is not significantly better than delayed reward. Most of the consumers prefer delayed monetary reward. Price and travel costs are also identified as significant factors influencing consumers’ shopping mode choice. Waiting time for the arrival of purchases is also an important factor for their choice of online shopping.



Abstract:

文章引用: 张立言 , 邱 麟 , 朱兴中 (2015) 忠诚度计划对网络消费行为影响之研究——以书籍购买为例。 管理科学与工程, 4, 25-30. doi: 10.12677/MSE.2015.41B005

参考文献

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