集點換購是一種以顧客購買頻率和密度為基礎的獎勵制度 (Kotler, 2003)。自2005年統一超和Hello Kitty的合作推出以來，已成為超商中不可或缺的元素。而全聯福利中心2015年推出的集點換購活動，主要聚焦於實用性和獨特性高的兌換商品。然而，目前大部分相關學術研究主要關注消費者的集點行為，而較少從期望確認理論的基礎進行探討，以了解消費者滿意度形成和持續使用意願。此外，在大數據時代，此理論忽略了非預期期望情境下的需求滿足對消費者的持續使用意願產生重要影響。因此，本研究基於期望確認理論，擴展IS接受後持續採用模型，同時結合了知覺價值，旨在探討255位全聯數位印花集點使用者在預期期望與非預期情境之下，對於數位集點的四項動機對於參與行為的影響。透過Smart PLS 3.0和SPSS 24.0.0進行實證分析，結果顯示數位集點服務的功利性、享樂性和新奇性動機對消費者的知覺價值有積極影響，其中新奇性動機是最重要的因素。再者，社交性動機對消費者的知覺價值沒有顯著影響。此外，本研究發現，在非預期期望的情境下，消費者對採用數位集點服務會有更積極的影響。因此，建議業者在未來的集點活動設計上，可聚焦於非預期期望的情境下，提供隨機性的兌換商品，增加消費者的體驗樂趣，進而提高消費者對數位集點服務的滿意度。
本研究的理論貢獻以期望確認理論為基礎，擴展IS 接受後持續採用模型的理論研究架構，豐富了消費者對數位集點服務的採用行為和體驗相關的學術領域。此外，本研究結果將有助於業者了解數位集點的滿意度和持續使用意願的關鍵因素，從而應用於消費者行為分析和行銷策略中，吸引更多消費者並建立長期的消費關係。

Redemption reward point programs are based on consumers' purchase frequency and density (Kotler, 2003). Since the collaboration of 7-Eleven and Hello Kitty in 2005, points programs have become essential in convenience stores. The redemption activities launched by PX Mart in 2015 focused on the practicality and uniqueness of the offered products. However, existing academic research primarily focuses on consumer behavior in points programs, with limited exploration from the perspective of Expectation Confirmation Theory. Additionally, in the era of big data, the significant impact of fulfilling unexpected expectations on consumers' intention to continue using these services has been overlooked.
Therefore, this research aims to investigate the impact of four motivational factors related to digital reward points on participation behavior among 255 users of PX Mart's digital redemption reward points programs, considering both expected and unexpected contextual scenarios. The empirical analysis conducted using Smart PLS 3.0 and SPSS 24.0.0, the results indicate that utilitarian, hedonic, and novelty motivations of digital reward point redemption services positively influence consumers' perceived value, with novelty motivation being the most significant factor. However, social motivation does not significantly impact consumers' perceived value. Furthermore, in the context of unexpected expectations, consumers are more positively influenced to adopt digital reward point redemption services. The theoretical contribution of this study is based on Expectation Confirmation Theory and expands the theoretical framework of the Post-acceptance Model of IS Continuance, enriching the academic field related to consumer adoption behavior of digital reward point redemption services. Moreover, the findings of this study would enhance the businesses to understand the key factors which influence satisfaction and continued usage intentions and integrate into consumer behavior analysis and marketing strategies.

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