Abstract:On the background of the supermarket retailing,this paper develops a conceptual model in which the value perception of the reward programs is the primary influencing factor of attitude loyalty(i.e.trust,commitment) and behavior loyalty(i.e.repeated purchase intention,positive word-of-mouth intention,cooperation intention).The model is tested through structural equation model.The result shows that(1) value perception of the reward programs has a significant positive effect on attitude loyalty and...