The Relationship among Effort Requirement, Intrinsic Motivation and Reward Preference

• Main Authors: Chen, Ming-Yi, 陳明怡
• Other Authors: Goo, Yeong-Jia
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/78246533523634408860

碩士 === 國立臺北大學 === 企業管理學系 === 93 === People often need to trade off between the probability and magnitude of the rewards that they could earn for investing effort, for example, loyalty program. Although loyalty programs have become a key marketing-mix tool for sales promotion and prevalent across a variety of industries, there are few studys on factors that determine how such programs are evaluated by consumers. The present paper proposes that the conjunction of two simple assumptions (relating effort-induced reward expectations to prospect theory’s value function) provides that predicts that the nature of the required effort will have a systematic effect on such trade-offs. The purposes of our study are as follows: (1) The effects of the presence (as opposed to absence) of effort requirements on reward preference; (2) Continuously increasing the effort level leads to an inverted-U effect; (3) Intrinsically motivating is a moderator on the effort and reward relationship. We using the case of loyalty (or frequency) programs, a series of studies involving hypothetical choices demonstrated that. The analyses investigate the influence of effort requirement and intrinsic motivation in loyalty programs on consumer choice and preference toward small certainty and large uncertainty incentives. We use the logit and ANOVA to analysis. The conclusions consist of experimental findings are as follows: (1) The presence (as opposed to absence) of effort requirements enhances the preference for sure-small rewards over large-uncertain rewards; (2) Continuously increasing the effort level leads to an inverted-U effect on the preference for sure small over large-uncertain rewards; (3) The preference for reward certainty is attenuated when the effort activity is intrinsically motivating.