The Study Of The Impacts Of Consumer Learning On The Willingness To Participate In Reward Programs

Recently, the enterprises’marketing activities are focusing on the maintaining and retaining of the customers which are different from the previous marketing strategy that concentrating on the products in the huge information background. Only having consumers, enterprises could be profitable. Reward programs as a kind of method to manage the consumer relationship are penetrating into the consumer life in all aspects, at the same time, because this mode is adopted more and more, in order to maintain the competitive advantage, the form of this kind of program is changing. From the integral single enterprise accumulated and exchange reward program initially, to the current reward program form that accumulated and redempted in many enterprises which usually called multi-partner reward program, the implementation of reward programs to provide consumers with the repeat purchase incentives to select the channel and wider choices. These flexible reward programs would cause consumers learning behavior deeply, if learning behavior is existing, in the wildly used reward program background,and how they impact the consumers’reward program participation willingness, these problems need to be further discussed.This paper proposed a model about the relationship between consumer learning and the reward program participation willingness based on the self relevance perception aspect, we build this model on the basic about large number of paper reading and the observation of realistic consumers behavior. We choose the credit card reward program as our research background. By collecting relevant paper and communication with credit card users, we give out a questionnaire which was used to collect data for a empirical further analysis. This paper adopts structure equation model to analys collected data, the specific software is AMOS17.0.Our research results show that, in the usage of the credit card reward program, consumers do exist learning behavior which conclude searching behavior, acquire information from external influence and previous experience. Compared with the model only include consumer learning and reward program participation willingness, the original model which was built from the self relevance perception is more acceptable, for the original model has a better fitness index. In the adoption stage of consumer learning, the participation willingness is mainly influenced by consumer’s self relevance perception about the reward program. In the developing stage, the external influence amount consumer learning behavior is not significant, the self relevance and acquired reward program knowledge are commonly influence reward program participation wiliness.This paper analyses the relationship between consumer learning and reward program participation wiliness based on the self relevance perception on the background that the wildly used reward program. According to our research results, managers could consider recognise consumers via learning stages, and provide these consumers different information by modern communication tools like weixin, weibo and so on. Using specific marketing channels and massages for different consumer, could increase consumers information acquiring efficience and decrease the marketing cost. Our research extends relevant researches about reward program efficient from consumer’s aspect. The data analysis results could also provide some advices for managers about enhancing consumer participation rate to the reward program.