A Study On Choice Of Reward Type Basing On The Consumers’ Characters

Reward Program, also called Loyalty Program, is a re lation marketing means of benefitting from the long-term customers through developing long-term customers. Nearly hal f of the households abroad attend at least one Reward Program. And in our country,peopl e are more and more familiar with the pr ogram. It re fers to many indus tries such as ai rcraft, telecom, fina nce and retai l. Reward Program often takes the forms of cl ub and member poi nts system, e tc. In recent years, more and more scholars study the pr ogr am.Nowada ys the Rewa rd Program of network re tai l has devel oped rapidly, such as“Tian Mao”club, “ J ing Dong” members, “Wei Pin Hui” points s ystem and” Dang Dang ” me mber syst em and so on, so it’s a trend to study the reward program of network retail.In the paper, the participants in the program of net work re tai l are divided into four different consume r groups, based on t he benefits segmentation theory.Combine d with t he features of consumer, t he arti cle focuses on the choice of network retail consumers t o t he reward types.It is hopeful tha t the study c an put forwa rd suggesti ons for the reward program of network r etail.Firstly,the author compiled t he interest s theory,consumer cha racteristics the ory,motivation theory and current situation of re ward progr am bas ed on l ite rature review.Then this paper makes the empi rical analysis thr ough quest ionnai re approach, which means to collect data through questionnair es.Fi nall y use SPSS17.0 to do val idity a nalysis,rel iabi lity test,factor analys is,cluste r analysi s,var iance analysis and correlation analysi s on t he effective data.Based on the data analysis, this paper mainly draws the following conclusions:For the different consumer gr oups participating in the r eward program of the n et work retail, first of all, their consumer characte r is tic s has c erta in difference; Second, the ir motivation of choosing the programs ha s signifi cant difference; Third, the reward program s they c hoose have a cert ain differenc e; Fina lly, because of consumers’ different motives, th ei r choices of the program forms are different. Economic-orie nted consu mers choose the reward type h ave the significant correlation wit h pr ice-driven motivat ion;Servi ce-orie ntedconsumers choose t he reward t yp e have the signifi cant corre lation with pr acticality- driven mot ivation;Feeling-oriented consumers choose the reward type ha ve t he significant correlation with r ecreation moti vati on;Society-oriented consumers choose the reward type h ave the significant correla tion with re nowned motivation an d convergent moti vation.