Earticle

초록

영어

Reward programs are a common customer retention tactic that offers incentives for making recurring purchases. Extending the current understanding of reward gradient behavior, which occurs when customers’ motivation increases as progress toward the reward is made, this study demonstrates the application of prospect theory in exploring the possibility of nonlinear reward gradient behavior in reward programs. The results confirm a stronger acceleration in the expected value after reaching the midpoint of reward achievement, which is due to a larger deviation in the loss value compared to the gain value. In addition, this research examines the moderating role of individual differences: 1) regulatory focus, 2) construal level, in nonlinear patterns as consumers progress through the process of earning rewards. Grounded in regulatory focus theory, two distinct self-reported regulatory orientations— prevention-focused and promotion-focused —are identified. The results show that only chronically prevention-focused consumers follow the nonlinear increase in purchase intention, whereas chronically promotion-focused consumers do not. Consumers’ self-reported construal orientations — concrete-mindset and abstract-mindset — are identified. The nonlinear increase patterns in purchase intention were only shown to chronically concrete-mindset consumers, whereas chronically abstract-mindset consumers did not. This research not only demonstrates the importance of adopting a dynamic perspective for enhancing customers’ reward gradient behavior but also establishes a connection between nonlinear gradient behavior and individual differences.

키워드

저자

• Tae Ho Song [ Pusan National University ]
• Woo Li Ko [ Musashino University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국마케팅관리학회 학술대회

• 간기

  부정기

• 수록기간

  2018~2025

• 십진분류

  KDC 325 DDC 330