An Analysis of APP for Bonus Point Activity Service Based on Conjoint Model
DOI:
https://doi.org/10.14738/abr.68.5003Keywords:
Bonus point activity, FamilyMart, APP, conjoint modelAbstract
Information data application has given rise to significant changes in many industries, and convenience stores have also started to use APP software for the buns point activity in replacement of the original bonus point operation mode. The issue of how to attract more consumers to use APP for the bonus point activity is a very important research theme for managers of convenience stores. This paper first describes the development background and current situation of the bonus point activity. Next, the various factors and their attributes affecting consumers’ behavioral intention to choose to use APP for bonus point service are discussed by adopting conjoint analysis. Finally, management implications are proposed based on the research findings as references for convenience stores.
References
Auty, S.(1995). Using Conjoint Analysis in Industrial Marketing. Industrial Marketing Management, 24(3), 191-206.
Green, P. E., Krieger, A. M., & Wind, Y. J.(2001). Thirty Years of Conjoint Analysis: Reflections and Prospects. Interfaces, 31(3), 56-73.
Green, P. E., & Srinivasan, V.(1978). Conjoint Analysis in Consumer Research: Issues and Outlook. Journal of Consumer Research, 5(9), 103-123.
Green, P. E, & Srinivasan, V.(1990). Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice. Journal of Marketing, 54(4), 3-19.
John R. H. & Rao R.(2002). Conjoint Analysis, Related Modeling, and Applications. Marketing Research and Modeling: Progress and Prospects, 4, 141-168.
Smith, K. F., & Fennessy, P. F. (2011). The use of conjoint analysis to determine the relative importance of specific traits as selection criteria for the improvement of perennial pasture species in Australia. Crop and Pasture Science, 62 (4), 355–65.
