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題名 年輕消費者使用會員點數之動機與忠誠度探討-以全聯為例
The Motivation and Loyalty of the Young Consumers to Use Membership Rewards - Taking PX Mart as an Example作者 陳萱霖
Chen, Hsuan-Lin貢獻者 白佩玉
陳萱霖
Chen, Hsuan-Lin關鍵詞 會員經濟
會員點數
購買動機
忠誠度計畫
顧客忠誠度
Membership economy
Membership rewards
Purchasing motivation
Loyalty programs
Customer loyalty日期 2022 上傳時間 1-七月-2022 16:34:48 (UTC+8) 摘要 現今已有越來越多企業採用會員制度，並搭配點數經營以增加消費誘因，同時拉近顧客與企業間的距離。而隨著網際網絡的蓬勃發展、近年疫情的影響，以及消費客群年輕化的趨勢，皆更促使企業投入數位行銷，希望優化消費者體驗來吸引更多年輕消費者，強化該客群使用會員點數之動機，進而提升其消費頻率、金額與忠誠度。本論文將針對積極經營會員點數、以及欲擴大年輕消費客群的「全聯實業股份有限公司」作為研究企業，採用深度訪談的方式，針對經常前往全聯之20~32歲消費者作為主要研究對象（即年輕Y世代及Z世代消費者），其中更將受訪者分為三種類型：一為非點數會員；二為輕度點數會員，雖加入全聯會員但不會確認集點使用與收集狀況；三為重度點數會員，指加入會員且會確認集點使用與收集狀況。本論文從訪談資料中分析其購買行為、使用會員點數的動機與原因，以及對忠誠度之影響。本研究發現：（1）年輕消費者具務實特質，會衡量獎勵價值與用途，並且易受便利性、價格以及自身需求與偏好之因素來影響消費行為；（2）各類型之年輕消費者對集點擁有不同敏感度與痛點，因此企業應針對不同程度的點數會員來進行方案調整，以維繫其忠誠度；（3）企業應妥善設計點數制度，如：調整集點兌換商品之難易度，來增加使用會員點數與消費之動機；（4）年輕消費者會受集點制度提供之誘因而提升其滿意度，進而強化忠誠度。根據研究分析與歸納，本論文提出全聯與其他企業於未來經營年輕客群之建議。當企業欲推出會員點數之策略時，需清楚呈現活動規則，讓年輕消費者能夠明確了解獎勵方式與誘因，亦需調整制度設計，透過增加商品兌換的多樣性、調整活動門檻與期間，以及提供年輕客群偏好之商品等方式，使點數價值最大化，進而創造更好的消費體驗，以增加年輕消費者的滿意度與忠誠度。
Nowadays, more and more companies have adopted the membership program, and combined with the reward points to increase the incentives for consumers and to make their distance closer as well. With the development of the Internet, the impact of the COVID-19 pandemic, and the trend of younger consumers, companies are further driven to invest in digital marketing, hoping to improve consumer experience and attract more young consumers, thereby enhancing their motivation of using the membership rewards and improving consumption frequency, amount and loyalty.This study focuses on PX Mart company, which is working hard on the membership rewards mechanism and wants to expand the younger consumers’ base. Moreover, this study adopted in-depth interviews, selecting consumers aged 20-32 and regularly visited PX Mart as the main interviewers. And in order to have better understanding for their behavior, motivation for using membership and reward points, and the influence on loyalty, these interviewers are selected among three types: the first type is non-PX Pay member, and the second type is PX Pay member without ensuring the collection of the rewards points, and the third type is PX Pay member who will ensure their collection of the rewards points. The following findings has been drawn through the analysis and summary: (1) Young consumers are pragmatic, will measure the value and usage of reward points, and are easily influenced by factors such as convenience, price, and their needs or preferences. (2) Types of young consumers have different sensitivities and pain points, therefore the company should make program adjustments for loyal customers to consolidate their loyalty. (3) The company should properly design the reward system, such as adjusting the difficulties of redeeming products to increase motivation. (4) Young consumers will increase their satisfaction by the incentives from the membership rewards system, and also enhance loyalty effectively.According to the research results, the study provides the recommendations for PX Mart and other companies to manage younger generation in the future. Clearly promotion of the membership rewards activities and the proper adjustment for designing reward system matter more to the companies. The company should let young consumers clearly aware and understand the content of program, or attempt to increase diversity of redemption rewards, adjust the level or period of the activities, and provide their preferred products for redemption, to help maximize the value of the membership rewards, which in turn creats better consumer experience and increases the satisfaction and loyalty of the young consumers.參考文獻 一、 中文文獻Baxter. R. 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國立政治大學
企業管理研究所(MBA學位學程)
109363031資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363031 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.author (作者) 陳萱霖 zh_TW dc.contributor.author (作者) Chen, Hsuan-Lin en_US dc.creator (作者) 陳萱霖 zh_TW dc.creator (作者) Chen, Hsuan-Lin en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-七月-2022 16:34:48 (UTC+8) - dc.date.available 1-七月-2022 16:34:48 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2022 16:34:48 (UTC+8) - dc.identifier (其他 識別碼) G0109363031 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140728 - 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) 109363031 zh_TW dc.description.abstract (摘要) 現今已有越來越多企業採用會員制度，並搭配點數經營以增加消費誘因，同時拉近顧客與企業間的距離。而隨著網際網絡的蓬勃發展、近年疫情的影響，以及消費客群年輕化的趨勢，皆更促使企業投入數位行銷，希望優化消費者體驗來吸引更多年輕消費者，強化該客群使用會員點數之動機，進而提升其消費頻率、金額與忠誠度。本論文將針對積極經營會員點數、以及欲擴大年輕消費客群的「全聯實業股份有限公司」作為研究企業，採用深度訪談的方式，針對經常前往全聯之20~32歲消費者作為主要研究對象（即年輕Y世代及Z世代消費者），其中更將受訪者分為三種類型：一為非點數會員；二為輕度點數會員，雖加入全聯會員但不會確認集點使用與收集狀況；三為重度點數會員，指加入會員且會確認集點使用與收集狀況。本論文從訪談資料中分析其購買行為、使用會員點數的動機與原因，以及對忠誠度之影響。本研究發現：（1）年輕消費者具務實特質，會衡量獎勵價值與用途，並且易受便利性、價格以及自身需求與偏好之因素來影響消費行為；（2）各類型之年輕消費者對集點擁有不同敏感度與痛點，因此企業應針對不同程度的點數會員來進行方案調整，以維繫其忠誠度；（3）企業應妥善設計點數制度，如：調整集點兌換商品之難易度，來增加使用會員點數與消費之動機；（4）年輕消費者會受集點制度提供之誘因而提升其滿意度，進而強化忠誠度。根據研究分析與歸納，本論文提出全聯與其他企業於未來經營年輕客群之建議。當企業欲推出會員點數之策略時，需清楚呈現活動規則，讓年輕消費者能夠明確了解獎勵方式與誘因，亦需調整制度設計，透過增加商品兌換的多樣性、調整活動門檻與期間，以及提供年輕客群偏好之商品等方式，使點數價值最大化，進而創造更好的消費體驗，以增加年輕消費者的滿意度與忠誠度。 zh_TW dc.description.abstract (摘要) Nowadays, more and more companies have adopted the membership program, and combined with the reward points to increase the incentives for consumers and to make their distance closer as well. With the development of the Internet, the impact of the COVID-19 pandemic, and the trend of younger consumers, companies are further driven to invest in digital marketing, hoping to improve consumer experience and attract more young consumers, thereby enhancing their motivation of using the membership rewards and improving consumption frequency, amount and loyalty.This study focuses on PX Mart company, which is working hard on the membership rewards mechanism and wants to expand the younger consumers’ base. Moreover, this study adopted in-depth interviews, selecting consumers aged 20-32 and regularly visited PX Mart as the main interviewers. And in order to have better understanding for their behavior, motivation for using membership and reward points, and the influence on loyalty, these interviewers are selected among three types: the first type is non-PX Pay member, and the second type is PX Pay member without ensuring the collection of the rewards points, and the third type is PX Pay member who will ensure their collection of the rewards points. The following findings has been drawn through the analysis and summary: (1) Young consumers are pragmatic, will measure the value and usage of reward points, and are easily influenced by factors such as convenience, price, and their needs or preferences. (2) Types of young consumers have different sensitivities and pain points, therefore the company should make program adjustments for loyal customers to consolidate their loyalty. (3) The company should properly design the reward system, such as adjusting the difficulties of redeeming products to increase motivation. (4) Young consumers will increase their satisfaction by the incentives from the membership rewards system, and also enhance loyalty effectively.According to the research results, the study provides the recommendations for PX Mart and other companies to manage younger generation in the future. Clearly promotion of the membership rewards activities and the proper adjustment for designing reward system matter more to the companies. The company should let young consumers clearly aware and understand the content of program, or attempt to increase diversity of redemption rewards, adjust the level or period of the activities, and provide their preferred products for redemption, to help maximize the value of the membership rewards, which in turn creats better consumer experience and increases the satisfaction and loyalty of the young consumers. en_US dc.description.tableofcontents 謝辭 I摘要 IIAbstract III目次 V圖次 VII表次 VIII第壹章 緒論 1第一節 研究背景與動機 1第二節 研究目的與問題 4第三節 研究方法與流程 4第貳章 文獻探討 6第一節 會員點數 6第二節 顧客忠誠度 9第三節 年輕客群（Z世代） 13第參章 研究方法 17第一節 深度訪談分析 17第二節 研究個案企業 19第三節 研究流程與訪談設計 24第四節 訪談問題 25第五節 訪談對象 30第肆章 訪談結果分析 34第一節 受訪者背景與行為概述 34第二節 使用會員點數之觀點與動機 39第三節 全聯消費之動機與行為 43第四節 全聯會員集點與忠誠度之探討 51第伍章 結論與建議 57第一節 研究結論與貢獻 57第二節 管理意涵與實務建議 59第三節 研究限制與建議 63參考文獻 66 zh_TW dc.format.extent 3072246 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363031 en_US dc.subject (關鍵詞) 會員經濟 zh_TW dc.subject (關鍵詞) 會員點數 zh_TW dc.subject (關鍵詞) 購買動機 zh_TW dc.subject (關鍵詞) 忠誠度計畫 zh_TW dc.subject (關鍵詞) 顧客忠誠度 zh_TW dc.subject (關鍵詞) Membership economy en_US dc.subject (關鍵詞) Membership rewards en_US dc.subject (關鍵詞) Purchasing motivation en_US dc.subject (關鍵詞) Loyalty programs en_US dc.subject (關鍵詞) Customer loyalty en_US dc.title (題名) 年輕消費者使用會員點數之動機與忠誠度探討-以全聯為例 zh_TW dc.title (題名) The Motivation and Loyalty of the Young Consumers to Use Membership Rewards - Taking PX Mart as an Example en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻Baxter. 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