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中文摘要：
积分促销是实行顾客忠诚计划的重要举措，在实践中被广泛应用，但其效果往往受到质疑。如何提高积分促销的有效性是理论和实践界关心的共同话题。本研究从行为学的角度构建研究框架，提出影响积分促销有效性的关键因素。场景实验的研究结果表明，积分促销的感知价值越高，积分促销的有效性越高；消费者的感知风险越低，积分促销的有效性越高；同时，感知价值、感知风险和积分促销便利性对积分促销有效性存在三维交互作用：当其中任意两个因素状态相同时，第三个因素对积分促销的有效性有显著影响，当其中任意两个因素状态不同时，第三个因素对有效性的作用不显著。研究结果对丰富有关理论和指导积分促销的实践有重要意义。
英文摘要：
Points - based Reward Promotion is an important measure of carrying out loyahy program and is widely used in practice. How to improve the effectiveness of this promotion is concerned with both scholars and practitioners. This research proposes the key factors influencing the effectiveness of this promotion in consumer behavior domain. The results of a scene experiment show that the higher the perceived value in the promotion, the more effective the promotion ; and the lower the perceived risk in the promotion, the more effective the promotion. The results also show that there exists the three - way interaction among perceived value, convenience and perceived risk in influencing the effectiveness of the points - based reward promotion. The result of the research would make contributions to the enrichment of theory and the guidance of application of the promotion in practice.
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