忠诚度计划对网络消费行为影响之研究——以书籍购买为例精选.pdfVIP

Management Science and Engineering 管理科学与工程, 2015, 4, 25-30 Published Online March 2015 in Hans. /journal/mse /10.12677/mse.2015.41B005 Effects of Loyalty Programs on Consumers’ Online Book Purchasing Behavior Li-Yen Chang, Ling Chiu, Hsin-Chung Chu Department of Business Administration, National Chiayi University, Chiayi Email: liyen@.tw Received: January 2015 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 de- layed 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. Keywords Online Shopping, Loyalty Program, Stated Choice Analysis, Experimental Design, Logit Model 忠诚度计划对网络消费行为影响之研究——以 书籍购买为例 张立言，邱 麟，朱兴中 嘉义大学，企业管理学系，嘉义市 Email: liyen@.tw 收稿日期：2015年1月