How Effective are Rewards Programs in Promoting Payment Card Usage? Empirical Evidence
How Effective are Rewards Programs in Promoting Payment Card Usage? Empirical Evidence
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DOI：
10.1016/j.jbankfin.2011.05.008
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发表时间：
2011-12
期刊：
影响因子：
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通讯作者：
S. Carbó-Valverde;José M. Liñares‐Zegarra
中科院分区：
文献类型：
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作者：
S. Carbó-Valverde;José M. Liñares‐Zegarra
发卡机构主要依靠奖励计划作为其增加使用量的主要策略。然而，很少有证据表明这些方案的有效性。本文讨论了两个可能具有重要管理和公共政策影响的主题：（i）估计奖励对使用信用卡的影响;（ii）量化其现金替代的经济影响。我们发现，奖励可能会显着修改卡支付的选择。它们的经济影响在不同类型的奖励和商业活动中也有很大差异。此外，奖励似乎对借记卡更有效。
Card issuers have mainly relied on rewards programs as their main strategy to increase usage. However, there is scarce evidence on the effectiveness of these programs. This paper is addressing two topics which could have important managerial and public policy implications: (i) it estimates the impact of rewards on the use of cards and (ii) it quantifies their economic effects in terms of the cash substitution. We find that rewards may significantly modify choice for card payments. Their economic impact also varies significantly across types of rewards and merchant activities. Additionally, rewards seem to be more effective for debit cards.