Abstract Aided by the exponential rate of globalization and digitalization, reward or loyalty programs (LPs) have attained global reach. Paradoxically, however, dropout rates of LPs have averaged over 75%. This disconcerting statistic, coupled with the lack of culture-specific insights in the literature, points to a research area of great theoretical and practical importance. To address the aforementioned issues, we develop a culture-based and progress-based model of consumer motivation that is especially applicable to LP members. Drawing on cross-cultural literature and goal pursuit theory, our research enriches a field that is inherently global in nature. Through a series of research propositions that elucidate how Western individualist (vs. Eastern collectivist) consumers are differentially motivated to pursue LP rewards, we advance theoretical understanding of reward-induced behavior across cultures and offer useful insights for global managers of LPs.

中文翻译：

---

消费者追求奖励的动机：忠诚度计划有效性的基于文化和基于进度的模型

摘要在全球化和数字化指数速度的推动下，奖励或忠诚度计划（LP）已达到全球范围。然而，自相矛盾的是，有限合伙人的辍学率平均超过75％。这种令人不安的统计数字，再加上文献中缺乏文化特定的见解，表明该研究领域具有重大的理论和实践意义。为了解决上述问题，我们开发了一种基于文化和基于进度的消费者激励模型，该模型特别适用于LP成员。利用跨文化文学和目标追求理论，我们的研究丰富了本质上具有全球性的领域。通过一系列研究命题，阐明了西方个人主义者（相对于东方集体主义者）的消费者是如何以不同的动机去追求LP奖励的，