电子商务消费奖励计划偏好跨文化差异分析

摘要

Facing decreasing customer transaction cost and increasing market competition , e-commerce corporations of-ten adopt loyalty program to avoid customer churn .How to establish proper level of reward value and effort , in order to effectively attract customer retention , is an important marketing decision .This article adopted construal level theory to examine the psychological mechanism when consumer choose between low -value-effort treats and high-value-effort jackpot.Moreover, we proposed the moderating effect of cultural system of thinking style on loyalty program preference , revealing that low-value-effort treats are more effective for holistic customers ( Chinese consumers ) who focus on re-ward feasibility;while high -value -effort jackpot is more effective for analytical customers ( Western consumers ) . Therefore , the inherent mode of thinking of culture has important practical significance to the cross -cultural e -com-merce customer management .%随着客户转换成本的降低和市场竞争的加剧，电子商务企业经常推出消费奖励计划，以减少客户流失。如何合理设置消费奖励计划的奖励价值和获取门槛，有效地吸引客户重复购买，是电子商务客户管理的重要问题。基于认知解释水平理论，本文分析了客户在高价值-高门槛的“大奖”和低价值-低门槛的“小奖”之间选择的心理机制，提出了文化固有的思维方式对于奖励计划偏好的调节作用，认为低价值-低门槛奖励计划对于整体思维的客户（中国消费者）更加有效，而高价值-高门槛奖励计划对于分散思维的客户（西方消费者）更有吸引力。因此，文化固有思维方式的调节作用对跨文化的电子商务客户管理具有重要的实践意义。