Although trading stamps were popular in the USA and are still popular in some countries, few studies have investigated why customers are willing to participate in the promotional campaign despite the inconvenience of accumulating and storing stamps. The purpose of this paper is to examine the factors influencing customer participation in trading stamp campaigns.
Through an extensive literature review, a research model was proposed and its validity evaluated through structural equation modeling. An empirical investigation using a questionnaire survey was conducted among Taiwanese consumers.
The functional value of premiums and the enjoyment value of a campaign will directly entice a customer to participate, whereas a customer’s purchase intention will be enhanced due to the functional and emotional values of the premiums, social influence of the campaign and motivation to help others obtain premiums through gift-giving. However, the perceived effort to accumulate stamps will inhibit a customer from participating.
The possibility of sampling bias may limit the applicability of the findings.
Effective trading stamp campaigns can be implemented by the careful design of premiums to emphasize their functional and emotional values and by emphasizing enjoyment and social values of the campaign.
This study aims to pioneer the application of the consumption value model in discussing trading stamp campaigns to fill the gap in marketing research. Another goal is to help retailers design successful campaigns.
