The Influence of Progress Presentation Format on Repurchase Intention in Loyalty Programs

Jessica Y. Y. Kwong, The Chinese University of Hong Kong, China
Susanna Y. N. Wong, The Chinese University of Hong Kong, China
Perceived progress plays a critical role in motivating enrolled consumers to persist and repurchase in loyalty programs. This research argues that the same progress could result in different progress perceptions and hence repurchase intentions when the progress information is presented using different formats. Using laboratory experiments, we demonstrate that while figure displays are more effective in enhancing customers’ repurchase intention over corresponding numerical displays, the effects of presentation formats depend on the ease in processing the two different modes of information. This paper connects our knowledge about the processing of different formats of information with repurchase intention in loyalty programs.
[ to cite ]:
Jessica Y. Y. Kwong and Susanna Y. N. Wong (2009) ,"The Influence of Progress Presentation Format on Repurchase Intention in Loyalty Programs", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1029-1029.