A Study Of The Impact Of The Membership Fee In The Comsumers' Attitude And Behavior Choices

Membership marketing is highly prevalent in today's industry.The purpose of the study was to examine the impact of membership fee level and time in the comsumers'attitude and choices using the experimental design of 2×2×3 three factors which is between-group. The results indicated that:(1)The sunk cost effect do existed. But a large membership fee failed to result in higher levels of commitment than a small membership fee.(2)Comsumers'propensity to join a competitor's membership program was influenced by the level of initial membership fees.When the initial membership fee was high,the propensity was high.Specialy for men,when the time finding a competitor's program was short(1 week),the initial fee was high,the propensity was high.And when the initial fee and the competitor's fee were all low,the time was long,the propensity was high.(3)For women,the initial membership fee influenced the level of cosumers'regret.When the initial fee was high,the level of regret was high.