Credit card reward donation with scarcity messages

IF 6.3 3区管理学 Q1 BUSINESS

International Journal of Bank Marketing Pub Date : 2024-06-25 DOI:10.1108/ijbm-10-2023-0546

Chanho Song, Min Chung Han, Sung-Hee Wendy Paik, Michael Y. Hu

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引用次数: 0

Abstract

Purpose

The purpose of this paper is to investigate the effect of reward redemption programs on donation amount, donation percentage and donation intention in the context of a bank credit card.

Design/methodology/approach

A 2 × 2 × 3 experiment is implemented with 1,070 consumers accessing a national US-based sample with a small compensation. The authors use general linear model to test the proposed hypotheses.

Findings

The findings show the main effects of reward types, limited-time message and value of reward redemptions on the percentage of donations and overall donation intention to charity. The type of reward (cash/points) is found to interact with the limited-time message and with the value of reward redemptions.

Originality/value

No prior studies have addressed the relationship between credit card redemption rewards and scarcity messages in the donation context. The study contributes to the understanding of the effectiveness of credit card redemption rewards with scarcity message in improving a consumer’s donation intention.

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带有稀缺信息的信用卡奖励捐赠

目的本文旨在研究在银行信用卡背景下，奖励兑换项目对捐赠金额、捐赠比例和捐赠意向的影响。设计/方法/途径通过对美国全国样本中的 1070 名消费者进行小额补偿，实施了 2 × 2 × 3 实验。研究结果研究结果表明，奖励类型、限时信息和奖励兑换价值对向慈善机构捐款的比例和总体捐款意向有主要影响。研究发现，奖励类型（现金/积分）与限时信息和奖励兑换价值之间存在相互作用。本研究有助于了解信用卡兑换奖励与稀缺信息在提高消费者捐赠意愿方面的有效性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Bank Marketing BUSINESS-

CiteScore

10.70

自引率

18.90%

发文量

期刊介绍： International Journal of Bank Marketing (IJBM) aims to publish papers that relate to the marketing challenges of financial services providers around the globe. Preference is given to empirically-based research papers that expand on existing theories (or develop new ones) on customer behaviour in financial services settings. In addition, the journal is interested in helping academicians and practitioners in the field to better understand the discipline of financial services marketing, and as a result review papers and thought pieces are invited for submission.