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題名 分析電子平台服務下之獎勵機制
An analysis of reward systems of electronic services
作者 葉亦宸
Yeh,Yi Chen
貢獻者 尚孝純
Shang, Shari S. C.
葉亦宸
Yeh,Yi Chen
關鍵詞 電子獎勵機制
獎勵系統
激勵
電子平台
e-reward system
reward systems
motivation
e-platform
日期 2011
上傳時間 30-Oct-2012 11:21:32 (UTC+8)
摘要 獎勵系統是使用獎勵去激勵顧客購買或忠誠度行為的一種手法。隨著電子平台服務的演進，具動態與成本效益的電子獎勵機制已發展成增加重複拜訪率以及留住顧客的工具策略，例如:Facebook發行虛擬貨幣去提高使用者的平台參與度; Dropbox使用免費的儲存空間去吸引和保留新舊顧客; Myspace使用虛擬勳章去鼓勵使用者達成平台設定的參與目標等等。並且電子平台上的獎勵的形式可從實體的現金獎品到虛擬的勳章以滿足個人勝任感，有別於傳統獎勵方式，然而在電子平台不斷的創新下，目前仍少有研究針對電子獎勵進行探討。本研究提出電子獎勵分類法，並透過獎勵的動機形式與獎勵的互動程度為分析準則，針對1000網站排名進行內容分析，進而劃分出四種類型的電子獎勵機制: 物質、名聲、個人滿足和社交類型，後續並針對每一種類型的電子獎勵提出平台管理上的洞見。本研究期望能夠提供給後續研究電子獎勵者研究者的參考基礎和平台經營者實作電子獎勵的建議。
A reward system is a diverse and popular program implemented by many firms in various circumstances to motivate customers’ behavior for frequent and loyal patronage. With the evolving diversity of electronic platforms (e-platforms), more dynamic, cost-effective, and interactive electronic rewards (e-rewards) have been developed as a tool or strategy to retain customers and encourage frequent visits to the platform. For instance, Facebook uses virtual currency to gain user participation. Dropbox uses bonus storage to increase membership and prolong service usage. Myspace uses virtual badges to encourage achievement of specific goals in order to encourage frequent visits. The rewards on e-platforms can range from real items such as cash and discounts, to virtual recognition that enhances self-esteem. These strategies differ from those used by enterprises dealing with face-to-face customers. As variant services on e-platforms have emerged, little research has been done to understand the novel concept and effects of reward systems on e-platforms. Therefore, we propose a taxonomy of e-rewards based on forms of motivation and degree of interactivity. Using content analysis, we examined the world’s 1,000 most accessed Web sites, then, we conducted expert interviews to classifying the 228 e-rewards approaches, discovered from content reviews, into four types of e-rewards: material, prestige, gratification, and affinity. Finally, we propose practical recommendations with insights on the implementation of each type of e-reward systems on e-platform services. We hope that the findings will provide a basis for further study on various impacts of reward systems, and provide a guide for managers in designing and implementing more effective reward systems on e-platforms.
參考文獻 ARMSTRONG, M. (2006). A Handbook Of Human Resource Management Practice. Recherche, 67, 02.
Berelson, B., & Steiner, G. A. (1964). Human Behavior: An inventory of scientific findings.
Chen, M. (1984). Computers in the lives of our children: Looking back on a generation of television research. The New Media: Communication, Research, and Technology, 269-286.
Daft, R. L., & Marcic, D. (2008). Understanding Management: South-Western Pub.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior: Springer.
De Charms, R., & Research, U. O. o. N. (1968). Personal causation: The internal affective determinants of behavior. NewYork: Academic Press.
Downes, E. J., & McMillan, S. J. (2000). Defining interactivity. New Media & Society, 2(2), 157.
Franken, R. (2007). Human Motivation. 6: ed. USA: Thomson Wadsworth.
Google(2011). The 1000 most-visited sites on the Web. doubleclick Ad planner. Retrieve from http://www.google.com/adplanner/static/top1000/
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
Holsti, O. R. (1969). Content analysis for the social sciences and humanities.Reading, MA: Addison-Wesley.
Kayany, J. M., Wotring, C. E., & Forrest, E. J. (1996). Relational control and interactive media choice in technology‐mediated communication situations. Human Communication Research, 22(3), 399-421.
Kim, T. and Gordon, K. (2005, June 20). Rewarding loyal customers: Build your own customer rewards program by following these five tips from a marketing expert. Entrepreneur. Retrieved from http://www.entrepreneur.com/article/78480.
Kinicki, A. and Williams, B.K. (2008). Management: A Practical Introduction. New York: McGraw-Hill Companies.
Kiousis, S. (2002). Interactivity: a concept explication. New Media & Society, 4(3), 355.
Kivetz, R. (2005). Promotion reactance: the role of effort‐reward congruity. Journal of Consumer Research, 31(4), 725-736.
Kivetz, R., & Simonson, I. (2003). The idiosyncratic fit heuristic: Effort advantage as a determinant of consumer response to loyalty programs. Journal of Marketing Research, 454-467.
Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 39-58.
Klimmt, C., Schmid, H., & Orthmann, J. (2009). Exploring the enjoyment of playing browser games. CyberPsychology & Behavior, 12(2), 231-234.
McCullagh, P. (2005). Sport and exercise psychology lecture. Cal State University East Bay, 10, 27.
McKenna, E. F. (2000). Business psychology and organisational behaviour: Psychology Pr.
McMillan, S. J. (1997). Who pays for content in cyberspace?: the role of interactivity, property values of content creators, and audience size in predicting funding of Internet sites. University of Oregon.
McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 29-42.
O’Malley, L. (1998). Can loyalty schemes really build loyalty? Marketing Intelligence & Planning, 16(1), 47-55.
Puklek, D. (2009, August 6). History of Web browser games. Ezinearticles.com. Retrieved February 25, 2012, from http://ezinearticles.com/?History-of-Web-Browser-Games&id=2670093.
Rappa, M. (2000). Business models on the Web. North Carolina State University (ecommerce.ncsu.edu), 13.
Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.
Salomon, A. (1995). Making the post office interactive. Advertising Age, 66(12), 20.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Suntornpithug, N., & Khamalah, J. (2010). Machine and person interactivity: The driving forces behind influences on consumers` willingness to purchase online. Journal of Electronic Commerce Research, 11(4), 299-325.
Tung-Ching Lin. (2008). Management Information Systems: The Strategic Core Competence of e-Business. 3rd Edition .Best Wise.
Vallerand, R. J., Pelletier, L. G., Blais, M. R., Briere, N. M., Senecal, C., & Vallieres, E. F. (1992). The Academic Motivation Scale: A measure of intrinsic, extrinsic, and amotivation in education. Educational and Psychological Measurement, 52(4), 1003-1017.
Wang, H., & Sun, C. T. (2011). Game Reward Systems: Gaming Experiences and Social Meanings.
Williamson, D., & Johnson, B. (1995). Web ushers in next generation. Advertising Age, 29.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media: Free Pr.
描述 碩士
國立政治大學
資訊管理研究所
99356021
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0993560211
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Shari S. C.en_US
dc.contributor.author (Authors) 葉亦宸zh_TW
dc.contributor.author (Authors) Yeh,Yi Chenen_US
dc.creator (作者) 葉亦宸zh_TW
dc.creator (作者) Yeh,Yi Chenen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:21:32 (UTC+8)-
dc.date.available 30-Oct-2012 11:21:32 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:21:32 (UTC+8)-
dc.identifier (Other Identifiers) G0993560211en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54579-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 99356021zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 獎勵系統是使用獎勵去激勵顧客購買或忠誠度行為的一種手法。隨著電子平台服務的演進，具動態與成本效益的電子獎勵機制已發展成增加重複拜訪率以及留住顧客的工具策略，例如:Facebook發行虛擬貨幣去提高使用者的平台參與度; Dropbox使用免費的儲存空間去吸引和保留新舊顧客; Myspace使用虛擬勳章去鼓勵使用者達成平台設定的參與目標等等。並且電子平台上的獎勵的形式可從實體的現金獎品到虛擬的勳章以滿足個人勝任感，有別於傳統獎勵方式，然而在電子平台不斷的創新下，目前仍少有研究針對電子獎勵進行探討。本研究提出電子獎勵分類法，並透過獎勵的動機形式與獎勵的互動程度為分析準則，針對1000網站排名進行內容分析，進而劃分出四種類型的電子獎勵機制: 物質、名聲、個人滿足和社交類型，後續並針對每一種類型的電子獎勵提出平台管理上的洞見。本研究期望能夠提供給後續研究電子獎勵者研究者的參考基礎和平台經營者實作電子獎勵的建議。zh_TW
dc.description.abstract (摘要) A reward system is a diverse and popular program implemented by many firms in various circumstances to motivate customers’ behavior for frequent and loyal patronage. With the evolving diversity of electronic platforms (e-platforms), more dynamic, cost-effective, and interactive electronic rewards (e-rewards) have been developed as a tool or strategy to retain customers and encourage frequent visits to the platform. For instance, Facebook uses virtual currency to gain user participation. Dropbox uses bonus storage to increase membership and prolong service usage. Myspace uses virtual badges to encourage achievement of specific goals in order to encourage frequent visits. The rewards on e-platforms can range from real items such as cash and discounts, to virtual recognition that enhances self-esteem. These strategies differ from those used by enterprises dealing with face-to-face customers. As variant services on e-platforms have emerged, little research has been done to understand the novel concept and effects of reward systems on e-platforms. Therefore, we propose a taxonomy of e-rewards based on forms of motivation and degree of interactivity. Using content analysis, we examined the world’s 1,000 most accessed Web sites, then, we conducted expert interviews to classifying the 228 e-rewards approaches, discovered from content reviews, into four types of e-rewards: material, prestige, gratification, and affinity. Finally, we propose practical recommendations with insights on the implementation of each type of e-reward systems on e-platform services. We hope that the findings will provide a basis for further study on various impacts of reward systems, and provide a guide for managers in designing and implementing more effective reward systems on e-platforms.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 9
1.1 THE IMPLICATIONS OF EVOLVING E-PLATFORMS 9
1.2 THE OBJECTIVE OF E-PLATFORMS 9
1.3 THE INTRODUCTION OF GENERAL REWARD SYSTEMS 9
1.4 THE IMPORTANCE OF E-REWARD SYSTEMS 10
1.5 RESEARCH OBJECTIVE 11
CHAPTER 2 LITERATURE REVIEW 12
2.1 E-REWARD SYSTEMS ON E-PLATFORMS 12
2.1.1 DISTINCTIVE FEATURES OF E-REWARD SYSTEMS 12
2.1.2 E-PLATFORMS ON THE INTERNET 13
2.1.3 E-REWARD SYSTEM CASES 15
2.2 DEFINING THE E- REWARD TAXONOMY 16
2.2.1 MOTIVATION 16
2.2.2 INTRINSIC VERSUS EXTRINSIC MOTIVATION 18
2.2.3 REWARD INTERACTIVITY 20
2.2.4 THE DEGREE OF REWARD INTERACTIVITY 22
2.2.5 TAXONOMY FOR CLASSIFING E-REWARDS 23
CHAPTER 3 METHODOLOGY 24
3.1 CASE CONTENT REVIEW 24
3.2 EXPERT INTERVIEW 26
CHAPTER 4 RESEARCH RESULTS 28
4.1 MATERIAL E-REWARDS 29
4.1.1 POINTS PROGRAM 29
4.1.2 CASH BACK & DISCOUNT 29
4.1.3 SERVICE EXTENSION AGREEMENT 30
4.1.4 VIRTUAL CURRENCY 30
4.1.5 PROFIT SHARING PROGRAM 31
4.2 PRESTIGE E-REWARDS 31
4.2.1 RANK AND LEADERBOARD 31
4.2.2 VOTE AND RATING 32
4.2.3 ADMINISTRATOR-ACCEPTANCE 32
4.3 GRATIFICATION E-REWARDS 33
4.3.1 PRIVILEGE UNLOCKING 33
4.3.2 COMPLETIONISM 33
4.3.3 “TRY LUCK” 34
4.3.4 LEVEL 34
4.3.5 VIRTUAL AVATAR 34
4.3.6 BADGES 35
4.4 AFFINITY E-REWARDS 35
4.4.1 LIKE 35
4.4.2 FOLLOW AND SUBSCRIPTION 36
4.4.3 GROUP JOINING 36
4.4.4 VIRTUAL GIFT 36
4.5 CONTEMPORARY E-REWARDS ADOPTION AMONG DIFFERENT E-PLATFORMS SERVICES 37
CHAPTER 5 DISCUSSION 39
5.1 MATERIAL E-REWARDS ADOPTION 39
5.2 PRESTIGE E-REWARDS ADOPTION 40
5.3 GRATIFICATION ADOPTION 42
5.4 AFFINITY E-REWARDS ADOPTION 43
CHAPTER 6 CONCLUSION 46
6.1 SUMMARY 46
6.2 LIMITATION 47
6.3 FUTURE RESEARCH 48		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0993560211en_US
dc.subject (關鍵詞) 電子獎勵機制zh_TW
dc.subject (關鍵詞) 獎勵系統zh_TW
dc.subject (關鍵詞) 激勵zh_TW
dc.subject (關鍵詞) 電子平台zh_TW
dc.subject (關鍵詞) e-reward systemen_US
dc.subject (關鍵詞) reward systemsen_US
dc.subject (關鍵詞) motivationen_US
dc.subject (關鍵詞) e-platformen_US
dc.title (題名) 分析電子平台服務下之獎勵機制zh_TW
dc.title (題名) An analysis of reward systems of electronic servicesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) ARMSTRONG, M. (2006). A Handbook Of Human Resource Management Practice. Recherche, 67, 02.
Berelson, B., & Steiner, G. A. (1964). Human Behavior: An inventory of scientific findings.
Chen, M. (1984). Computers in the lives of our children: Looking back on a generation of television research. The New Media: Communication, Research, and Technology, 269-286.
Daft, R. L., & Marcic, D. (2008). Understanding Management: South-Western Pub.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior: Springer.
De Charms, R., & Research, U. O. o. N. (1968). Personal causation: The internal affective determinants of behavior. NewYork: Academic Press.
Downes, E. J., & McMillan, S. J. (2000). Defining interactivity. New Media & Society, 2(2), 157.
Franken, R. (2007). Human Motivation. 6: ed. USA: Thomson Wadsworth.
Google(2011). The 1000 most-visited sites on the Web. doubleclick Ad planner. Retrieve from http://www.google.com/adplanner/static/top1000/
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
Holsti, O. R. (1969). Content analysis for the social sciences and humanities.Reading, MA: Addison-Wesley.
Kayany, J. M., Wotring, C. E., & Forrest, E. J. (1996). Relational control and interactive media choice in technology‐mediated communication situations. Human Communication Research, 22(3), 399-421.
Kim, T. and Gordon, K. (2005, June 20). Rewarding loyal customers: Build your own customer rewards program by following these five tips from a marketing expert. Entrepreneur. Retrieved from http://www.entrepreneur.com/article/78480.
Kinicki, A. and Williams, B.K. (2008). Management: A Practical Introduction. New York: McGraw-Hill Companies.
Kiousis, S. (2002). Interactivity: a concept explication. New Media & Society, 4(3), 355.
Kivetz, R. (2005). Promotion reactance: the role of effort‐reward congruity. Journal of Consumer Research, 31(4), 725-736.
Kivetz, R., & Simonson, I. (2003). The idiosyncratic fit heuristic: Effort advantage as a determinant of consumer response to loyalty programs. Journal of Marketing Research, 454-467.
Kivetz, R., Urminsky, O., & Zheng, Y. (2006). The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention. Journal of Marketing Research, 39-58.
Klimmt, C., Schmid, H., & Orthmann, J. (2009). Exploring the enjoyment of playing browser games. CyberPsychology & Behavior, 12(2), 231-234.
McCullagh, P. (2005). Sport and exercise psychology lecture. Cal State University East Bay, 10, 27.
McKenna, E. F. (2000). Business psychology and organisational behaviour: Psychology Pr.
McMillan, S. J. (1997). Who pays for content in cyberspace?: the role of interactivity, property values of content creators, and audience size in predicting funding of Internet sites. University of Oregon.
McMillan, S. J., & Hwang, J. S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 29-42.
O’Malley, L. (1998). Can loyalty schemes really build loyalty? Marketing Intelligence & Planning, 16(1), 47-55.
Puklek, D. (2009, August 6). History of Web browser games. Ezinearticles.com. Retrieved February 25, 2012, from http://ezinearticles.com/?History-of-Web-Browser-Games&id=2670093.
Rappa, M. (2000). Business models on the Web. North Carolina State University (ecommerce.ncsu.edu), 13.
Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67.
Salomon, A. (1995). Making the post office interactive. Advertising Age, 66(12), 20.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Suntornpithug, N., & Khamalah, J. (2010). Machine and person interactivity: The driving forces behind influences on consumers` willingness to purchase online. Journal of Electronic Commerce Research, 11(4), 299-325.
Tung-Ching Lin. (2008). Management Information Systems: The Strategic Core Competence of e-Business. 3rd Edition .Best Wise.
Vallerand, R. J., Pelletier, L. G., Blais, M. R., Briere, N. M., Senecal, C., & Vallieres, E. F. (1992). The Academic Motivation Scale: A measure of intrinsic, extrinsic, and amotivation in education. Educational and Psychological Measurement, 52(4), 1003-1017.
Wang, H., & Sun, C. T. (2011). Game Reward Systems: Gaming Experiences and Social Meanings.
Williamson, D., & Johnson, B. (1995). Web ushers in next generation. Advertising Age, 29.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media: Free Pr.		zh_TW