以視覺化資料探勘探討跨產業紅利點數使用行為與消費忠誠度之關係 以個案公司為例

Abstract

各型態產業運用紅利點數做為行銷工具以促進消費忠誠行之有年，藉由紅利點數背後所帶來的好處，促進顧客保留、加強購買頻率，幫助店家保留有價值的客人，進而養成消費習慣與消費忠誠度。隨著市場競爭越趨激烈，紅利點數的發展也從過往單一店家、品牌發行的封閉體系，發展為跨業種、跨通路的開放體系；跨產業紅利點數由於使用範圍更廣，可快速累積點數與擴增使用範圍，進而能逐漸對消費者產生集體的鎖住效果（Lock-in Effect）。 本研究以個案公司之顧客使用行為次級資料，針對不同使用期間的消費者特徵與顧客累點與兌點行為表現差異，探討跨產業紅利累兌點行為與消費忠誠之關聯性。研究結果發現影響跨產業紅利點數使用因素中，以使用方式與通路多樣性對促進點數使用量與頻次的表現較明顯。絕大比例的使用者一旦開始使用點數便會持續使用，隨著使用期間增加，在持續到訪、消費次數、回訪意願、交叉購買與提升購買上，均呈現成長的狀態；而隨著忠誠度提高，兌點的行為也隨之成長。經由本研究驗證，運用紅利積點，確實能幫助店家促進顧客持續造訪，並對消費產生正增強效果，達到消費忠誠的目的。Various types of industries use Points as a marketing tool to promote consumer loyalty for many years. With the benefits behind the Points, to promote customer retention, increase the frequency of purchases, then help the stores retain valuable consumers, thereby developing consumption habits and loyalty. As the market becomes more competitive, the development of Points has also evolved from a closed system of single store and brand distribution to a cross-firm and cross-channel open system; due to the wider use range, cross-firm Points can quickly accumulate points and expand the use range, which can gradually create a collective locking effect for consumers (Lock-in Effect). This study uses the sub-information of customer use behavior of the case company to conduct research and analysis the differences between consumer characteristics and customer cumulative points and redemption points behaviors during different periods of use, to explore the relationship between cross-firm accumulative behavior and consumer loyalty. The results of the study found that among the factors affecting the Point use of cross-firm, the use and diversity of pathways is more obvious in promoting the usage and frequency of points. The vast majority of users will continue to use the points once they start using them, along with the use period increases, the continuous visit, consumption times, willingness to return, the cross-purchases and the promotion of purchases all showed growth; along with loyalty increases, the behavior of redemption points grows. Through the research and verification, the use of Points can really help the store to promote customers’ continuous visits, and has a positive enhancement effect on consumption then achieve the goal of consumer loyalty.