近年來（2008），餐飲業、百貨零售業、金融信用卡等業者不斷推出紅利積點回饋活動以激勵顧客消費與提高再購率。一般消費者對紅利積點活動的看法如何？並不是所有顧客最後都可以順利兌換到贈品。未能兌換的積點可能使消費者產生負面情緒，進一步影響對商店的態度。本研究消費者情緒衡量上，以情緒四構面為基礎，分別以一般的形容詞以及用自創的成語，發展消費者情緒量表。
本研究透過3x2x2因子實驗設計，3種紅利積點情況，2種贈品性質，2種產業在各個實驗格的情緒與商店態度，觀察84位受測者，學生與社會人士各半，主要的研究發現：(1)紅利積點成功兌換者比未能兌換者正面情緒較高；（2）紅利積點活動，失落程度愈高，情緒愈負面。（3）消費者情緒顯著影響對商店的感性態度、再購意願與喜好認知；（4）產業差異在某些情況下，顯著調節酬償情況對情緒或商店態度的效應；（5）採用原同類商品作為紅利積點贈品，在某些情況下有較佳的正面效果。
關鍵字：紅利積點促銷活動、消費者情緒、酬償情況、情緒衡量

From recent year(2008), restaurant, retailing, credit card services industry have began focusing on frequency reward promotion activity to increase business and customers’ loyalty. How do consumers like the activities? Actually, not all customers can be rewarded from their accumulated frequency. Failure of the accumulated frequency to obtain reward may cause consumers negative emotions. And, eventually the bad feeling impacts on their attitude toward the store. The current research developed two types of consumer emotional scale in adjective and in Chinese idioms .
Through a 3x2x2 factorial design, 84 participants, 42 students and 42 rank-and -file people, took parts in the experiment, while 3 situations of frequency activities, 2 types of reward, and 2 kinds of business were manipulated, and two categories of criterion measure, emotion and attitude towards store, were implemented.
（1）Customers who get reward promotion will have higher positive emotions than who failed to redeem.
（2）People with high degree of loss, in the activities have much negative emotions, comparing to these without.
（3）Consumer emotions will affect the consumer's willingness to repeat purchase, likening and emotional attitude towards the store.
（4）Different industry will moderate the effect of redemption situations on consumer emotion.
（5）The original product type frequency rewards, in certain condition, may solicit more positive emotion than other type of product reward.
Keywords: frequency promotion activities, redemption situations in promotion, consumer emotion, measurement for emotion

目 錄
致謝詞 i
摘要 ii
目錄 iv
圖目錄 vii
表目錄 viii
第一章 緒論 1
第二章 文獻探討 3
第一節 促銷活動 3
第二節 紅利積點活動 5
第三節 消費者情緒 8
第四節 情緒反應對消費者行為的影響 11
第五節 對商店態度 13
第三章 研究方法 15
第一節 群體座談會 15
第二節 研究變項的操作型定義與衡量 16
第三節 研究假設 19
第四節 實驗設計 20
第四章 資料分析 25
第一節 樣本結構分析 25
第二節 對一般紅利積點活動的態度 26
第三節 各構念量表信度與效度檢驗 27
第四節 成功兌換vs.未能兌換對情緒的影響 33
第五節 酬賞性質的調節作用 35
第六節 產業差異的調節作用 37
第七節 紅利積點情緒經驗對商店態度的影響 38
第八節 成功兌換vs.未能兌換對再購意願的影響 40
第九節 成功兌換vs.未能兌換對商店感性態度的影響 41
第十節 資料分析小結 44
第五章 消費者情緒衡量的議題 46
第一節 成語語詞量表 46
第二節 成語vs.形容詞量表的統計差異 48
第三節 應用成語情緒量表對商店態度之影響分析 49
第六章 結論與建議 50
參考文獻 54
附錄一 實驗DM 58
附錄二 受測者隨機指派與各項對稱平衡安排 60
附錄三 閱讀測驗文章與測驗題 62
附錄四 問卷量表 65
附錄4-1 一般對紅利積點活動的態度 65
附錄4-2 情緒量表（形容詞） 66
附錄4-3 情緒量表（成語） 67
附錄4-4 對餐廳的態度量表 68
附錄4-5 對餐廳的態度量表 69
附錄4-6 基本資料問卷 70

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