資訊科技的使用已經在許多產業中產生重要的變革，而便利商店集點活動也開始應用行動裝置應用程式軟體來取代原本的集點作業模式。對於便利商店的經營者而言，如何吸引更多的消費者來使用行動裝置應用程式進行集點活動便是一個很重要的研究課題。本文首先介紹研究個案獎勵積分活動的發展背景和現狀，接下來使用結構方程模型來分析刺激－機制－反應的消費者選擇模型，最後並採用聯合分析法來討論影響消費者選擇使用行動裝置應用程式進行獎勵積分服務的行為意向。研究結果發現知覺易用性是影響消費者使用刺激－機制－反應集點最重要的因素，聯合分析的結果顯示贈品策略是消費者選擇集點的重要屬性，不同性別或不同市場區隔的人對於不同的活動屬性與方式的偏好程度不一。本文最後根據研究發現提出相關管理意涵，管理者應聚焦在行動裝置應用程式使用的知覺易用性，並強化行動裝置應用程式的易用性，以增加使用者的忠誠度，另管理單位可聚焦在點數兌換軟體使用的課題上，以供消費者更方便使用。 Information data application has given rise to significant changes in many industries, and convenience stores have also started to use Applications 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 describes the development background and current situation of the bonus point activity. We use Structure Equation Modeling(SEM)to analyze users the relationships among the service quality, service value, switching cost and behavior intention. First, confirmatory factor analysis (CFA)was performed to determine whether the measured variables reliably reflected the hypothesized latent variables. Second, structural models were tested to determine overall model fit and path coefficients. 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.
