本研究主要在探討聯合忠誠度方案對於消費者購買行為的影響。透過問卷調查及真實購
買行為資料，本研究發現聯合忠誠度方案認知價值包含了五個重要的價值構面，分別為
「獎酬的現金價值」、「獎酬的選擇性」、「獎酬的吸引程度」、「感受到特別的待遇」、
及「合作商店的多樣性」。其次，「方案的認知價值」會透過「方案發起廠商滿意度」
與「移轉障礙」影響消費者的真實「購買量」與「購買次數」；然而，「合作廠商的關
係投資程度」僅會透過「方案發起廠商滿意度」進而影響消費者的「購買量」與「購買
次數」。最後，「親友共同集點的壓力」會明顯地促使消費者將其購買意願轉化成真實
「購買量」與「購買次數」。

As important components of firms’ relationship management strategies, multivendor loyalty
programs aim to deepen relationships by rewarding consumers for doing business with
coalition firms. However, relatively little research has examined the factors and mediating
mechanisms that underlie the relationship between the perceived value of loyalty programs
and consumers’ purchase behavior. This study proposes and tests a model in which perceived
value affects purchase behavior (i.e., purchase volume and purchase frequency) through
overall satisfaction and switching barriers. According to both self-reported and objective
behavioral data, five proposed dimensions of loyalty programs significantly influence
consumers’ purchase behavior. In particular, cash value exerts the greatest effect on
repurchase intention through both mediators (i.e., overall satisfaction and switching barriers).
The results also show that group norms positively moderate the relationship between
repurchase intention and actual purchase behavior. The authors conclude with some
managerial and research implications of the study’s findings.