獎勵系統是使用獎勵去激勵顧客購買或忠誠度行為的一種手法。隨著電子平台服務的演進，具動態與成本效益的電子獎勵機制已發展成增加重複拜訪率以及留住顧客的工具策略，例如:Facebook發行虛擬貨幣去提高使用者的平台參與度; Dropbox使用免費的儲存空間去吸引和保留新舊顧客; Myspace使用虛擬勳章去鼓勵使用者達成平台設定的參與目標等等。並且電子平台上的獎勵的形式可從實體的現金獎品到虛擬的勳章以滿足個人勝任感，有別於傳統獎勵方式，然而在電子平台不斷的創新下，目前仍少有研究針對電子獎勵進行探討。本研究提出電子獎勵分類法，並透過獎勵的動機形式與獎勵的互動程度為分析準則，針對1000網站排名進行內容分析，進而劃分出四種類型的電子獎勵機制: 物質、名聲、個人滿足和社交類型，後續並針對每一種類型的電子獎勵提出平台管理上的洞見。本研究期望能夠提供給後續研究電子獎勵者研究者的參考基礎和平台經營者實作電子獎勵的建議。

A reward system is a diverse and popular program implemented by many firms in various circumstances to motivate customers’ behavior for frequent and loyal patronage. With the evolving diversity of electronic platforms (e-platforms), more dynamic, cost-effective, and interactive electronic rewards (e-rewards) have been developed as a tool or strategy to retain customers and encourage frequent visits to the platform. For instance, Facebook uses virtual currency to gain user participation. Dropbox uses bonus storage to increase membership and prolong service usage. Myspace uses virtual badges to encourage achievement of specific goals in order to encourage frequent visits. The rewards on e-platforms can range from real items such as cash and discounts, to virtual recognition that enhances self-esteem. These strategies differ from those used by enterprises dealing with face-to-face customers. As variant services on e-platforms have emerged, little research has been done to understand the novel concept and effects of reward systems on e-platforms. Therefore, we propose a taxonomy of e-rewards based on forms of motivation and degree of interactivity. Using content analysis, we examined the world’s 1,000 most accessed Web sites, then, we conducted expert interviews to classifying the 228 e-rewards approaches, discovered from content reviews, into four types of e-rewards: material, prestige, gratification, and affinity. Finally, we propose practical recommendations with insights on the implementation of each type of e-reward systems on e-platform services. We hope that the findings will provide a basis for further study on various impacts of reward systems, and provide a guide for managers in designing and implementing more effective reward systems on e-platforms.

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