摘要
在科技日新月異的潮流中，企業之行銷方式亦趨靈活，聯盟忠誠度方案的運用為目前常見的有效方法之一，企業端希望透過方案之各項利益提升消費者知覺價值，同時搭配多元支付與APP功能等資訊科技使用的便利性達到獎勵或刺激消費、提升消費者對方案內容的活動參與度而達到強化方案忠誠度、提升品牌形象、增進回購意願的目的。過去有關方案忠誠度之研究大多以零售、旅宿、餐飲業為主，少有探討能源零售業之相關研究，故本研究以「速邁樂加油中心」為例，分析個案運用聯盟忠誠度方案之情形，針對有使用該公司之APP會員進行問卷調查，回收問卷共236份，有效樣本共198份，回收問卷有效率83.8%，並運用PLS及SPSS進行模型檢定及中介效果驗證。結果發現，忠誠度方案之利益的財務利益、社交利益、利他主義皆正向影響消費者知覺價值，消費者知覺價值、多元支付便利性與APP功能品質皆正向影響方案忠誠度，方案忠誠度正向度影響品牌形象與回購意願，品牌形象正向度影響回購意願。此外，方案忠誠度在消費者知覺價值、多元支付便利性、APP功能品質與品牌形象、回購意願之間皆具中介效果；同時亦發現方案忠誠度與品牌形象對消費者知覺價值、多元支付便利性與APP功能品質與回購意願具有雙中介效果。最後依據研究結果提出理論意涵、管理意涵及未來研究方向。
關鍵詞：方案忠誠度、多元支付便利性、APP功能品質、品牌形象、回購意願
Abstract
The main purpose of the loyalty program is to stimulate consumers to spend on the companies in the program by rewards, enhance consumer loyalty, and strengthen the long-term relationship between consumers and companies. In the past, most of the research on loyalty programs focused on retail, hotel, and catering industries, but only some on the energy retail industry. Therefore, the present research took "Smile Refueling Center" as an example to analyze the impact of using the alliance loyalty programs. In this study, the questionnaire analysis method was used, and a questionnaire survey was conducted on the members of the gas station who used the company's APP. We applied PLS and SPSS to test the proposed model and mediating effects. The results found that loyalty programs' benefits, including financial, social, and altruism, positively affected consumers' perceived value. Consumer perceived value, APP functional quality, and payment channel convenience positively influenced program loyalty. Program loyalty positively affected brand image and repurchase intention. Furthermore, the mediating effects of program loyalty existed in the relationship of consumer perceived value, APP functional quality, payment channel convenience, and brand image repurchase intention. In the meantime, program loyalty and brand image had a dual mediating effect on consumers’ perceived value, APP functional quality, and payment channel convenience. Finally, theoretical and managerial implications and the direction for future research had been suggested.
Keywords: Program loyalty, APP functional quality, Payment channel convenience, Brand image, Repurchase intention