中文摘要：

以零售业为背景，将回报计划感知价值作为态度忠诚（信任和承诺）和行为忠诚（重复购买意图、正面口碑意图及合作意图）的主要影响因素，建立了概念模型并用结构方程模型方法检验，结果表明：回报计划感知价值与态度忠诚呈显著的正相关关系；回报计划感知价值与行为忠诚中的重复购买意图呈显著的正相关关系，而与合作意图及口碑意图并无直接关系．

英文摘要：

On the background of the supermarket retaihng, this paper develops a conceptual model in which the value perception of the reward programs is the primary influencing factor of attitude loyalty （i. e. trust, commitment） and behavior loyalty （i. e. repeated purchase intention, positive word-of-mouth intention, cooperation intention）. The model is tested through structural equation model. The result shows that （1） value perception of the reward programs has a significant positive effect on attitude loyalty and （2） value perception has a significant positive effect on repeated purchase intention within the behavior loyalty, whereas, （3） value perception has no significant effect on positive word-of-mouth intention and cooperation intention but attitude loyalty will influence behavior loyalty to some extent.