ITAA - KSCT Joint Symposium

Timeless Values in a Trend-Driven World: Gender-Driven Loyalty in Experience-Based Reward Programs

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Abstract

The growing shift toward mobile-based, experience-driven reward programs has reshaped how fashion brands cultivate customer loyalty. This study examines how two future-focused value orientations—long-term orientation and future-oriented personal values—shape continuance intention within experience-based reward programs, and how these effects differ by gender. Using an online survey of 219 consumers, participants evaluated a scenario describing a fashion brand’s experiential reward app and completed established measures of value orientations and continuance intention. Two-way ANOVAs revealed that female consumers reported significantly higher continuance intention than males. Moreover, gender moderated the effects of both long-term orientation and future-oriented values: women with stronger future-focused values demonstrated higher continuance intention than their male counterparts. These findings underscore the importance of gender-specific psychological factors in sustaining engagement with experience-based reward programs. The study offers insights for designing loyalty strategies that tailor experiential benefits to consumers’ value orientations and gender-driven relational tendencies. 

Keywords: reward program, gender difference, long term orientation, future-oriented values

How to Cite:

Sung, J. & Youn, S., (2025) “Timeless Values in a Trend-Driven World: Gender-Driven Loyalty in Experience-Based Reward Programs”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21608