品牌推出忠誠度方案，目的即為了與顧客產生連結，促使顧客對品牌產生依賴，進而促進消費，最終增加對品牌的認同程度，以往我們熟知的忠誠度方案是品牌所有的會員皆能享有相同的待遇，隨著越來越多品牌使用加入會員作為忠誠度方案後，品牌開始改變忠誠度方案的模式，依照顧客消費的金額將顧客分成不同的等級，而顧客所處於的等級能享受不同的優惠，甚至能擁有特殊待遇。直到今日可以發現越來越多品牌將會員等級作為忠誠度方案的一種，包含最早使用忠誠度方案的美國航空、全球第一家使用付費會員制的零售商好市多，以及全球最大上市珠寶連鎖集團的周大福珠寶集團，就連全世界最大的電商平台亞馬遜公司皆投入會員等級的方案，將會員做出區隔。過去對於品牌忠誠度方案的研究僅限於探討如何增進顧客的忠誠度或是忠誠度方案的設計，並沒有針對會員等級中的高階會員忠誠度進行探討，本研究將探討高階會員處於會員等級方案中，影響高階會員的忠誠度層面為何，並如何藉由此方案的設計，達到增加品牌認同的用意。
本研究根據過去的文獻研究，以「顧客感知利益」、「會員等級」及「方案忠誠度」這三個構面來探討高階會員的忠誠度來源及是否能達到品牌認同的目的，並以「方案忠誠度」作為中介變數進行研究。為達研究目的，本研究以線上問卷為方式進資料蒐集，共回收312份有效問卷，並利用SPSS 軟體進行統計分析，在透過敘述性統計分析、信度分析、效度分析、Pearson相關分析，以及迴歸分析後，研究結果發現如下：
(一)「顧客感知利益」、「會員等級」及「方案忠誠度」對「品牌認同」具有正向顯著影響，又以「感知利 益」的影響更為顯著。
(二)「方案忠誠度」對於「顧客感知利益」及「會員等級」對「品牌認同」具有部分中介影響。
關鍵字：顧客感知利益、會員等級、方案忠誠度、品牌認同

The purpose of loyalty program is to connect with customers to increase the consumption to increase the profitability of the brand. In the past, the well-known loyalty program is that all members of the brand can enjoy the same treatment. With more and more brands using members as loyalty programs, they began to change the model of loyalty scheme, and divided customers into different grades according to the amount of consumption, we call it hierarchical structure. Customers who are in different grades can enjoy different preferential treatment or even special treatment. Up to now, it can be found that more and more brands use hierarchical structure as loyalty program, including American Airlines, Costco, and Chow Tai Fook jewelry group. Even Amazon has invested in hierarchical structure to distinguish members.
In the past, the research on brand loyalty program was seldom discussed the loyalty of high-ranking members. This study will explore the loyalty of high-ranking members in hierarchical structure, and how to make customers identify with the brand.
Based on previous literature research, this study uses three dimensions to explore the source of loyalty of high-ranking members which achieve the brand identity, including "perceived benefit", "hierarchical structure" and "program loyalty". This study also uses " program loyalty" as an intermediary variable to find out the connection with brand identity.
There are 312 valid questionnaires from online questionnaires for data analysis, the research results are as follows: (1) all three dimensions have positive and significant impact on "brand identity", and the impact of "perceived benefits" is even more significant than the other two dimensions. (2) "program loyalty" has a partial mediating effect on both "perceived benefit" and "hierarchical structure".

Key words: Customer Perceived Benefit, Hierarchical Structure, Program Loyalty, Brand Identity

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