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CulturalDifferenceonE-merceLoyaltyProgramPreference

FENGWen-ting1,JIAYi-zheng2

(1.GuanghuaSchoolofManagement,PekingUniversity,Beijing100871,China,2.Schoolof

AdministrationandManagement,MacauUniversityofScienceandTechnology,Macau999078,China)

Abstract：Facingdecreasingcustomertransactioncostandincreasingmarketpetition,e-mercecorporationsoftenadoptloyaltyprogramtoavoidcustomerchurn.Howtoestablishproperlevelofrewardvalueandeffort,inordertoeffectivelyattractcustomerretention,isanimportantmarketingdecision.Thisarticleadoptedconstrualleveltheorytoexaminethepsychologicalmechanismwhenconsumerchoosebetweenlow-value-efforttreatsandhigh-value-effortjackpot.Moreover,weproposedthemoderatingeffectofculturalsystemofthinkingstyleonloyaltyprogrampreference,revealingthatlow-value-efforttreatsaremoreeffectiveforholisticcustomers(Chineseconsumers)whofocusonrewardfeasibility,whilehigh-value-effortjackpotismoreeffectiveforanalyticalcustomers(Westernconsumers).Therefore,theinherentmodeofthinkingofculturehasimportantpracticalsignificancetothecross-culturale-mercecustomermanagement.

Keywords：e-merce,customermanagement,loyaltyprogram

（责任编辑：关立新）

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