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題名 年輕族群參與聯合會員方案的動機與使用行為研究－以 HAPPY GO 為例
Young Generation`s Usage Motivation and Behavior regarding Joint Membership Programs - A Case Study of HAPPY GO作者 黃翊寧
Huang, Yi-Ning貢獻者 別蓮蒂
黃翊寧
Huang, Yi-Ning關鍵詞 聯合忠誠度方案
知覺價值
網路外部性
從眾
品牌形象
顧客忠誠度日期 2019 上傳時間 7-八月-2019 17:15:38 (UTC+8) 摘要 鼎鼎聯合行銷股份有限公司(以下簡稱HAPPY GO)隸屬於遠東集團，自2005年創立，為台灣首間以跨產業會員經營為核心的紅利點數平台。為了能成為最了解消費者的紅利點數品牌，HAPPY GO近年來也積極拓展與經營年輕族群會員，然而效果不彰，大多數年輕人對於辦卡加入會員的意願不高，有些年輕人僅管擁有HAPPY GO會員，使用頻率普遍偏低，有的人甚至好幾年都未曾使用。針對此一現象，本研究首先針對平時有累點習慣的年輕人進行一對一深度訪談。根據訪談結果可歸納出影響年輕族群累點的意願來自於「自己的知覺價值」與「外部影響」；而外部影響又可分為來自受訪者身邊的朋友與來自企業所傳遞的品牌形象。以此訪談結論為基礎，本研究將從「知覺價值」、「網路外部性」、「品牌形象」三個構面著手，透過文獻回顧發展出「企業形象」、「產品形象」、「使用者形象」、「便利性」、「兌換選擇的空間」、「渴望的價值」、「現金價值」、「取得商品最低門檻」、「直接外部性」十個研究變項，製作線上問卷於各大社群平台發放，回收之有效樣本數為524位，並利用SPSS統計分析探討年輕族群消費者對於HAPPY GO卡使用意願低落的因素，以及構面之間的關係。本研究主要發現為：一、「企業形象」標準化迴歸係數(β)為十項研究變數中最高，說明消費者所認知的企業形象愈高，參與會員集點的意願愈高。二、在「兌換選擇的空間」、「取得商品最低門檻」和「間接外部性」三個變項上的看法與認知，分別會因為「年齡」與「支付工具」的差異而導致看法與認知上的不同。三、「知覺價值」、「品牌形象」、「網路外部性」皆對消費者累點意願有顯著影響。本研究的建議為：一、更新品牌設計：透過改善消費者知覺，扭轉過去老化之品牌形象。二、拓展通路的多元通路：根據研究結果拓展較能觸及年輕人之通路，如：全聯、康是美、屈臣氏等。三、透過有感之點數方案與累兌點門檻的設計、商品的多元性提升消費者累點意願。
HAPPY GO, a subsidiary of The Far Eastern Group, was founded in 2005 and is the first company in Taiwan to launch a joint membership programs.In order to become the most advantageous brand of points, HAPPY GO has also actively expanded and operated young ethnic groups in recent years. but the effect is not good. Most young people are not willing to join membership programs.In response to this phenomenon, this study first conducted one-on-one in-depth interviews with young people who usually gather points. Based on the conclusions of this interview, this study will start with three aspects of “perceived value”, “network externality” and “brand image” and extended ten research variables.The main findings of this study are as follows: First, The standardized regression coefficient (β) of “corporate image” is the highest among the ten research variables, indicating that the higher the corporate image perceived by consumers, the higher the willingness to participate in member collection. Second, the views and perceptions of the three variables of "the space for redemption", "the minimum threshold for obtaining goods" and "indirect externality" will lead to different perception and cognition because of the difference between "age" and "payment instrument". Third, "perceived value", "brand image" and "network externality" all have a significant impact on consumers` willingness to gather points.The recommendations of this study are as follows: First, renewing brand design: Reversing the brand image of the past aging by improving consumer perception. Second, expand the diversity of the channel and the complementarity of services: expand and combine the online and offline stores, and improve the use of points, enhance the consumer experience, create more sets of context for consumers .參考文獻 中文吳惠恩 (2012)，科技接受模式、認知價值與顧客滿意度、顧客忠誠度之關係研 究－以「HAPPY GO卡手機版」APP，國立政治大學傳播學院碩士在職專班 未出版碩士論文。張慈芸 (2009)，顧客參與網路購物聯合忠誠度方案之研究－以集點王網路消費 集點為例，國立臺灣大學國際企業學研究所未出版碩士論文。陳倩 (2016譯)，Aaker, David A.，品牌王道，台北：原點英文Aaker, David A. (1996). Building Strong Brands, New York, the Free Press.Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of aBrand Name, the Free Press.Asch, Solomon E. (1951). Effects of Group Pressure upon the Modification and Distortion of Judgement- In H. Guetzkow. Groups Leadership and Men.Barlow, Rick. (2001). Coalitions Can Support Customer Loyalty. Brandweek, 42(19),48-49.Berman, Barry. (2006). Developing an Effective Customer Loyalty Program.Biel, Alexander L. (1992). How Brand Image Drives Brand Equity, Journal of Advertising Research, vol.32, no.6, 6-12.Blackett, Tom. & Boad, Bob. (1999). Co-Branding: the Science of Alliance, Macmillan, London.California Management Review, 49(1), 123-148.Capizzi, Michael T. & Ferguson, Rick. (2005). Loyalty Trends for the Twenty-FirstCertury. The Journal of Consumer Marketing, 22(2/3), 72-80.Chen, Yen-Chun, Shen, Yung-Cheng, & Liao, Shuling (2009). An Integrated Model of Customer Loyalty: An Empirical Examination in Retailing Practice, the Service Industries Journal, 29, 3 , 267-280.Chernatony, Leslie D. & Mc William, Gil (1989). The Strategic Implications ofClarifying How Marketers Interpret: Brands, Journal of Marketing Management,51(2), 153–171.Fornell, Claes (1992). A National Customer Satisfaction Barometer: The SwedishExperience , Journal of Marketing, vol.56(1) , 6-21.Heskett, James. L. (2008). Putting the Service-Profit Chain to Work. Harvard business review, 118-129.Kandampully, Jay (2002). Innovation As the Core Competency of a ServiceOrganization: The Role of Technology, Knowledge and Networks, EuropeanJournal of Innovation Management. 5(1), 18-26.Kates, Michael. L., & Shapiro, Carl. (1985). Network Externalities, Competition andCompatability. American Ecomocin Review, 75, 424-440.Keller, Kevin Lane (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, vol.57, 1-22.Keller, Kevin Lane (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands.Kotler, Philip & Gartner, David (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management. vol.9, no.(4/5), 249-261.Kotler, Philip (2004). Marketing Management (The Millennium Edition 3th ed.),Prentice-Hall International , IncLascu, Dana Nicoleta & Zinkhan, George M. (1999). Consumer Conformity: Review and Applications for Marekting Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12.Lin, Kuan-Yu & Lu, Hsi-Peng (2011). Why People Use Social Networking Sites: AnEmpirical Study Integrating, Computers in Human Behavior, 27, 1152-1161.Lemon, Katherine N. & Wangenheim, Florian.V. (2009). The Reinforcing Effects of Loyalty Program Partnerships and Core Service Usage: A Longitudinal Analysis. Journal of Service Research, 11(4), 357-370.McCarthy, Michael, S. & Norris, Donald, G. (1999). Improving Competitive Position Using Branded Ingredients, Journal of Product & Brand Management, Vol. 8 no. 4, 267-285.Oliver, Christine (1990). Determinants of Inter-Organizational Relationships: Integration and Future Directions, Academy of Management Review.Rohlfs, Jeff. (1974). A Theory of Interdependent Demand for a CommunicationsServices, Bell Journal of Ecomonics, Vol. 5, 16-37.Sheth, Jagdish, N., Newman, Bruce, I., & Gross, Barbara, L., (1991). Why We Buy What We Buy: A Theory of Consumption Value, Journal of Business Research,22(2), 159-170.Shoemaker, Stowe & Lewis, Robert C. (1999). Customer Loyalty: The Future of Hospitality Marketing , Internaional Journal of Hospitality management, 345-370.Sweeney, Jillian. C., Soutar, Geoffrey. N., & Johnson, Lester. W. (1998). Consumer Perceived Value: Development of A Multiple Item Scale, American Marketing Association Conference Proceedings, Vol. 9, 138.Wilkie, William L. (1994). Consumer Behavior. New York: John Wiley and Sons Inc.Zeithaml, Valarie, A. (1988). Consumer Perceptions of Price, Quality and Value: AMeans-End Model and Synthesis of Evidence, Journal of Marketing, 52(3),2-22. 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363074資料來源 http://thesis.lib.nccu.edu.tw/record/#G1063630741 資料類型 thesis dc.contributor.advisor 別蓮蒂 zh_TW dc.contributor.author (作者) 黃翊寧 zh_TW dc.contributor.author (作者) Huang, Yi-Ning en_US dc.creator (作者) 黃翊寧 zh_TW dc.creator (作者) Huang, Yi-Ning en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-八月-2019 17:15:38 (UTC+8) - dc.date.available 7-八月-2019 17:15:38 (UTC+8) - dc.date.issued (上傳時間) 7-八月-2019 17:15:38 (UTC+8) - dc.identifier (其他 識別碼) G1063630741 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125079 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 106363074 zh_TW dc.description.abstract (摘要) 鼎鼎聯合行銷股份有限公司(以下簡稱HAPPY GO)隸屬於遠東集團，自2005年創立，為台灣首間以跨產業會員經營為核心的紅利點數平台。為了能成為最了解消費者的紅利點數品牌，HAPPY GO近年來也積極拓展與經營年輕族群會員，然而效果不彰，大多數年輕人對於辦卡加入會員的意願不高，有些年輕人僅管擁有HAPPY GO會員，使用頻率普遍偏低，有的人甚至好幾年都未曾使用。針對此一現象，本研究首先針對平時有累點習慣的年輕人進行一對一深度訪談。根據訪談結果可歸納出影響年輕族群累點的意願來自於「自己的知覺價值」與「外部影響」；而外部影響又可分為來自受訪者身邊的朋友與來自企業所傳遞的品牌形象。以此訪談結論為基礎，本研究將從「知覺價值」、「網路外部性」、「品牌形象」三個構面著手，透過文獻回顧發展出「企業形象」、「產品形象」、「使用者形象」、「便利性」、「兌換選擇的空間」、「渴望的價值」、「現金價值」、「取得商品最低門檻」、「直接外部性」十個研究變項，製作線上問卷於各大社群平台發放，回收之有效樣本數為524位，並利用SPSS統計分析探討年輕族群消費者對於HAPPY GO卡使用意願低落的因素，以及構面之間的關係。本研究主要發現為：一、「企業形象」標準化迴歸係數(β)為十項研究變數中最高，說明消費者所認知的企業形象愈高，參與會員集點的意願愈高。二、在「兌換選擇的空間」、「取得商品最低門檻」和「間接外部性」三個變項上的看法與認知，分別會因為「年齡」與「支付工具」的差異而導致看法與認知上的不同。三、「知覺價值」、「品牌形象」、「網路外部性」皆對消費者累點意願有顯著影響。本研究的建議為：一、更新品牌設計：透過改善消費者知覺，扭轉過去老化之品牌形象。二、拓展通路的多元通路：根據研究結果拓展較能觸及年輕人之通路，如：全聯、康是美、屈臣氏等。三、透過有感之點數方案與累兌點門檻的設計、商品的多元性提升消費者累點意願。 zh_TW dc.description.abstract (摘要) HAPPY GO, a subsidiary of The Far Eastern Group, was founded in 2005 and is the first company in Taiwan to launch a joint membership programs.In order to become the most advantageous brand of points, HAPPY GO has also actively expanded and operated young ethnic groups in recent years. but the effect is not good. Most young people are not willing to join membership programs.In response to this phenomenon, this study first conducted one-on-one in-depth interviews with young people who usually gather points. Based on the conclusions of this interview, this study will start with three aspects of “perceived value”, “network externality” and “brand image” and extended ten research variables.The main findings of this study are as follows: First, The standardized regression coefficient (β) of “corporate image” is the highest among the ten research variables, indicating that the higher the corporate image perceived by consumers, the higher the willingness to participate in member collection. Second, the views and perceptions of the three variables of "the space for redemption", "the minimum threshold for obtaining goods" and "indirect externality" will lead to different perception and cognition because of the difference between "age" and "payment instrument". Third, "perceived value", "brand image" and "network externality" all have a significant impact on consumers` willingness to gather points.The recommendations of this study are as follows: First, renewing brand design: Reversing the brand image of the past aging by improving consumer perception. Second, expand the diversity of the channel and the complementarity of services: expand and combine the online and offline stores, and improve the use of points, enhance the consumer experience, create more sets of context for consumers . en_US dc.description.tableofcontents 第一章、緒論 7第一節、研究背景 7第二節、研究目的 9第二章、文獻探討 10第一節、顧客忠誠度與忠誠度方案 10第二節、顧客知覺價值 16第三節、從眾與網路外部性 19第四節、品牌與品牌形象 22第三章、研究方法 26第一節、研究對象與抽樣方法 26第二節、研究架構與研究假設 26第三節、研究變數 28第四章、研究結果 32第一節、樣本輪廓 32第二節、信度與因素分析 35第三節、各變數的性別差異檢定 41第四節、各變數的年齡、支付工具比較差異分析 42第五節、多元迴歸分析 48第五章、結論與建議 52第一節、結論 52第二節、管理意涵與改善建議 53第三節、研究限制與未來研究建議 55參考文獻 56附件一、問卷 59 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1063630741 en_US dc.subject (關鍵詞) 聯合忠誠度方案 zh_TW dc.subject (關鍵詞) 知覺價值 zh_TW dc.subject (關鍵詞) 網路外部性 zh_TW dc.subject (關鍵詞) 從眾 zh_TW dc.subject (關鍵詞) 品牌形象 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.title (題名) 年輕族群參與聯合會員方案的動機與使用行為研究－以 HAPPY GO 為例 zh_TW dc.title (題名) Young Generation`s Usage Motivation and Behavior regarding Joint Membership Programs - A Case Study of HAPPY GO en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文吳惠恩 (2012)，科技接受模式、認知價值與顧客滿意度、顧客忠誠度之關係研 究－以「HAPPY GO卡手機版」APP，國立政治大學傳播學院碩士在職專班 未出版碩士論文。張慈芸 (2009)，顧客參與網路購物聯合忠誠度方案之研究－以集點王網路消費 集點為例，國立臺灣大學國際企業學研究所未出版碩士論文。陳倩 (2016譯)，Aaker, David A.，品牌王道，台北：原點英文Aaker, David A. (1996). Building Strong Brands, New York, the Free Press.Aaker, David A. (1991). Managing Brand Equity: Capitalizing on the Value of aBrand Name, the Free Press.Asch, Solomon E. (1951). Effects of Group Pressure upon the Modification and Distortion of Judgement- In H. Guetzkow. Groups Leadership and Men.Barlow, Rick. (2001). Coalitions Can Support Customer Loyalty. Brandweek, 42(19),48-49.Berman, Barry. (2006). Developing an Effective Customer Loyalty Program.Biel, Alexander L. (1992). How Brand Image Drives Brand Equity, Journal of Advertising Research, vol.32, no.6, 6-12.Blackett, Tom. & Boad, Bob. (1999). Co-Branding: the Science of Alliance, Macmillan, London.California Management Review, 49(1), 123-148.Capizzi, Michael T. & Ferguson, Rick. (2005). Loyalty Trends for the Twenty-FirstCertury. The Journal of Consumer Marketing, 22(2/3), 72-80.Chen, Yen-Chun, Shen, Yung-Cheng, & Liao, Shuling (2009). An Integrated Model of Customer Loyalty: An Empirical Examination in Retailing Practice, the Service Industries Journal, 29, 3 , 267-280.Chernatony, Leslie D. & Mc William, Gil (1989). The Strategic Implications ofClarifying How Marketers Interpret: Brands, Journal of Marketing Management,51(2), 153–171.Fornell, Claes (1992). A National Customer Satisfaction Barometer: The SwedishExperience , Journal of Marketing, vol.56(1) , 6-21.Heskett, James. L. (2008). Putting the Service-Profit Chain to Work. Harvard business review, 118-129.Kandampully, Jay (2002). Innovation As the Core Competency of a ServiceOrganization: The Role of Technology, Knowledge and Networks, EuropeanJournal of Innovation Management. 5(1), 18-26.Kates, Michael. L., & Shapiro, Carl. (1985). Network Externalities, Competition andCompatability. American Ecomocin Review, 75, 424-440.Keller, Kevin Lane (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, vol.57, 1-22.Keller, Kevin Lane (2001). Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands.Kotler, Philip & Gartner, David (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management. vol.9, no.(4/5), 249-261.Kotler, Philip (2004). Marketing Management (The Millennium Edition 3th ed.),Prentice-Hall International , IncLascu, Dana Nicoleta & Zinkhan, George M. (1999). Consumer Conformity: Review and Applications for Marekting Theory and Practice. Journal of Marketing Theory and Practice, 7(3), 1-12.Lin, Kuan-Yu & Lu, Hsi-Peng (2011). Why People Use Social Networking Sites: AnEmpirical Study Integrating, Computers in Human Behavior, 27, 1152-1161.Lemon, Katherine N. & Wangenheim, Florian.V. (2009). The Reinforcing Effects of Loyalty Program Partnerships and Core Service Usage: A Longitudinal Analysis. Journal of Service Research, 11(4), 357-370.McCarthy, Michael, S. & Norris, Donald, G. (1999). Improving Competitive Position Using Branded Ingredients, Journal of Product & Brand Management, Vol. 8 no. 4, 267-285.Oliver, Christine (1990). Determinants of Inter-Organizational Relationships: Integration and Future Directions, Academy of Management Review.Rohlfs, Jeff. (1974). A Theory of Interdependent Demand for a CommunicationsServices, Bell Journal of Ecomonics, Vol. 5, 16-37.Sheth, Jagdish, N., Newman, Bruce, I., & Gross, Barbara, L., (1991). Why We Buy What We Buy: A Theory of Consumption Value, Journal of Business Research,22(2), 159-170.Shoemaker, Stowe & Lewis, Robert C. (1999). Customer Loyalty: The Future of Hospitality Marketing , Internaional Journal of Hospitality management, 345-370.Sweeney, Jillian. C., Soutar, Geoffrey. N., & Johnson, Lester. W. (1998). Consumer Perceived Value: Development of A Multiple Item Scale, American Marketing Association Conference Proceedings, Vol. 9, 138.Wilkie, William L. (1994). Consumer Behavior. New York: John Wiley and Sons Inc.Zeithaml, Valarie, A. (1988). Consumer Perceptions of Price, Quality and Value: AMeans-End Model and Synthesis of Evidence, Journal of Marketing, 52(3),2-22. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900390 en_US
