The Effect Of Self-control Target On Reward Category Selected In Aviation Industry

Reward programs as an important means of business relationship marketing has been widely used. In the aviation industry, airlines launched points reward program (Frequent Flyer Program) has been widely used in the actual practice of the enterprise customer relations management, which one of the most important aspects is points exchange rewards. Actuality, Exchange quota is higher tend to make integrating process cannot be achieved exchange condition within the validity period, and customers often complain reward did not have a huge appeal. How to grasp the preferences of different consumers own material and psychological needs, how different time distance affect the preferences of points exchange rewards. We need to verify through standardized theoretical research.Construal level theory as nearly a decade concern in the social psychology theory, the theory assumes that people mentally construe events will change in terms of the perception of changes in their psychological distance, thus affecting the individuals’reaction. Due to points rewards is just relate to changes in the psychological distance, there is a certain exchange temporal distance between cumulative and reach the required quota of awarding. What does the inconsistent of the exchange temporal distance has an effect on consumer self-control behavior is the main content of our study. In this study, with the aviation industry as the background, Construal level theory will be applied to consumer self-control target, which are divided into restriction goal self-control and indulgence goal self-control. We study the effect of self-control target on reward category selected in different temporal distance situations, which reward categories are divided into necessity products and luxury products. Research uses experimental research methods. The research consists of three experiments results on basic research data. The major innovative achievements of this paper are as follows.1) High-level construal subjects has a positive impact on the restriction goal self-control consumers, and the low-level construal subjects has a positive impact on the indulgence goal self-control consumers.2) Studies show that different self-control target consumers on reward category selected is different. Restriction goal self-control consumers with higher preferred to select necessity produces, and indulgence goal self-control consumers with higher preferred to select luxury produces.3) We make a further analysis, namely, exchange temporal distance is affect consumer self-control behavior or not, thereby affect the selection of necessity products and luxury products. Research shows that when exchange temporal distance is closer, restriction goal self-control consumers with higher preferred to select necessity produces, and indulgence goal self-control consumers with higher preferred to select luxury produces, when exchange temporal distance is farther, restriction goal and indulgence goal self-control consumers are more preferred to select hedonic prizes.