The Effect Of Exchange Way And Reward Distance On The Willingness To Participate In The Reward Program

The reward plan has been widely used as an important means of business relationship marketing, related problems also raised concern. With wide use of loyalty program, enterprises develop more new forms, such as the new exchange ways of points+cash exchange, the single channel to receive awards to the counter has turned to convert the reward from the website which the corporate initiates, how these new rules affect the implementation effect of reward program, we need to verify through standardized theoretical research.In this study, with the aviation industry as the background, we study the effect of the exchange way of rewards program on the implementation effect. We return with consumer willingness to participate the programs to measure the implementation effect of the reward program, the exchange way is divided into two ways, respectively point conversion mode and points+cash conversion mode.Research uses experimental research methods, designing inter-group experiment to study the effect of different exchange ways on customers’willingness to participate in the reward program, and study the interaction among the reward distance and the exchange ways on customers’ willingness to participate in the program. In addition to, we studied the psychological factors, regulation focus consumer-oriented, including the self-regulation focus and the regulation focus been guided will or not affect the effect of exchange way and reward distance on the willingness to participate in the program. The major innovative achievements of this paper are as follows.1) The results prove that points+cash exchange way does not necessarily enhance the consumers’ willingness to participate in the reward programs, instead, it would reduce customers’ willingness to participate overall, because money has the important influence on consumer behavior, namely points+cash exchange way is easy to enable consumers to be alert about losing cash, and thus reducing consumers’ willingness to participate; but it does not necessarily reduce consumers’willingness to participate. When consumers’prevention-focused is higher, consumers’ willingness to participate is enhanced, and according to the conclusions of this study, we can adjust consumers’ orientation,thus we can make consumers’orientation be high prevention-focused through changing the environment and other methods, then we can improve consumers’ willingness to participate in the reward program.2) Research results show that the main effect of the reward distance on the willingness to participate in the program was not significant, but it does not mean that the effect does not exist between the reward distance and the participation willingness. Through studying the interaction effect between the reward distance and the exchange way, we find that the reward distance has a different effect on the consumers’ willingness to participate in the reward program under different levels of exchange way. When the exchange way is points+cash, the reward distance is far, customers have a greater willingness to participate in reward programs.