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| Title: | 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 |
| Authors: | 黃翊寧
Huang, Yi-Ning |
| Contributors: | 別蓮蒂
黃翊寧
Huang, Yi-Ning |
| Keywords: | 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 |
| Date: | 2019 |
| Issue Date: | 2019-08-07 17:15:38 (UTC+8) |
| Abstract: | 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 . |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363074 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1063630741 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900390 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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