零售業點數經濟對消費者購買行為之研究：以大學生與兼職族群為例

A Study on the Impact of the Points Economy on Consumer Purchasing Behavior in the Retail Industry：Evidence from College Students and Part-Time Workers

隨著數位化與經營策略的深化，點數經濟已成為零售業提升顧客黏著度與促進重複購買的重要工具。本研究以Z世代青年消費者行為理論觀點為基礎，建構研究架構，將點數經濟分為「點數吸引力」、「點數累積機制」、「點數兌換彈性」與「數位平台便利性」等構面，並探討其對消費者「購買意願」、「購買頻率」及「顧客忠誠度」之影響。同時，納入「知覺價值」作為中介變數，以檢驗點數機制如何透過價值認知進一步影響消費行為。採用問卷調查法，以曾參與零售會員點數制度之消費者為研究對象，透過便利抽樣方式蒐集有效樣本，並進行資料分析，以驗證各變數間之因果關係與研究假設。問卷設計採Likert五點量表，並進行信度與效度檢驗，以確保研究工具之嚴謹性。研究結果表明，點數經濟各構面對消費者購買行為具有顯著正向影響，其中以點數兌換彈性與數位平台便利性之影響效果最為顯著；此外，知覺價值在點數機制與購買行為之間具有部分中介效果，顯示消費者對點數價值之認知是促發購買行為的重要關鍵因素。本研究之學術貢獻在於實證零售業點數經濟與消費者行為之研究，並驗證知覺價值之中介效果，並提出研究建議供實務面向參考。

With the advancement of digitalization and business strategies, the points economy has become an important tool for the retail industry to enhance customer loyalty and promote repeat purchases. As digitalization and business strategies continue to deepen, the point economy has become an important tool for the retail industry to enhance customer stickiness and encourage repeat purchases. This study is grounded in the theoretical perspective of Generation Z young consumer behavior., including“accumulation rules,”“points accumulation mechanism,”“flexibility of points redemption,”and“digital platform convenience.”The study further explores their effects on consumers’“purchase intention,”“purchase frequency,”and“customer loyalty.”In addition,“perceived value”is incorporated as a mediating variable to examine how the points mechanism further influences consumer purchasing behavior through value perception. This study adopts a questionnaire survey method, targeting consumers who have participated in retail membership points programs. Valid samples are collected through convenience sampling, followed by data analysis to verify the causal relationships among variables and the proposed research hypotheses. The questionnaire is designed using a five-point Likert scale, and reliability and validity analyses are conducted to ensure the rigor of the research instrument. The expected findings indicate that all dimensions of the points economy have significant positive effects on consumer purchasing behavior, among which flexibility of points redemption and digital platform convenience demonstrate the strongest effects. Furthermore, perceived value is found to play a partial mediating role between the points mechanism and purchasing behavior, suggesting that consumers’perception of points value is a key factor influencing purchasing decisions. The academic contribution of this study lies in empirically examining the relationship between the retail points economy and consumer behavior, as well as validating the mediating effect of perceived value. The study also provides practical recommendations for the retail industry.