CAJ | 학술논문

随着客户转换成本的降低和市场竞争的加剧，电子商务企业经常推出消费奖励计划，以减少客户流失。如何合理设置消费奖励计划的奖励价值和获取门槛，有效地吸引客户重复购买，是电子商务客户管理的重要问题。基于认知解释水平理论，本文分析了客户在高价值-高门槛的“大奖”和低价值-低门槛的“小奖”之间选择的心理机制，提出了文化固有的思维方式对于奖励计划偏好的调节作用，认为低价值-低门槛奖励计划对于整体思维的客户（中国消费者）更加有效，而高价值-高门槛奖励计划对于分散思维的客户（西方消费者）更有吸引力。因此，文化固有思维方式的调节作用对跨文化的电子商务客户管理具有重要的实践意义。
수착객호전환성본적강저화시장경쟁적가극，전자상무기업경상추출소비장려계화，이감소객호류실。여하합리설치소비장려계화적장려개치화획취문함，유효지흡인객호중복구매，시전자상무객호관리적중요문제。기우인지해석수평이론，본문분석료객호재고개치-고문함적“대장”화저개치-저문함적“소장”지간선택적심리궤제，제출료문화고유적사유방식대우장려계화편호적조절작용，인위저개치-저문함장려계화대우정체사유적객호（중국소비자）경가유효，이고개치-고문함장려계화대우분산사유적객호（서방소비자）경유흡인력。인차，문화고유사유방식적조절작용대과문화적전자상무객호관리구유중요적실천의의。
Facing decreasing customer transaction cost and increasing market competition , e-commerce corporations of-ten adopt loyalty program to avoid customer churn .How to establish proper level of reward value and effort , in order to effectively attract customer retention , is an important marketing decision .This article adopted construal level theory to examine the psychological mechanism when consumer choose between low -value-effort treats and high-value-effort jackpot.Moreover, we proposed the moderating effect of cultural system of thinking style on loyalty program preference , revealing that low-value-effort treats are more effective for holistic customers （ Chinese consumers ） who focus on re-ward feasibility;while high -value -effort jackpot is more effective for analytical customers （ Western consumers ） . Therefore , the inherent mode of thinking of culture has important practical significance to the cross -cultural e -com-merce customer management .