奖励推荐计划口碑对接收者的影响  

Referral Reward Programs:the Influence of Word of Mouth on Recipients' Attitude and Purchase Intention

作　　者：于春玲[1] 王霞[2] 包呼和[1] 

机构地区：[1]清华大学经济管理学院 [2]中国人民大学商学院

出　　处：《南开管理评论》2011年第4期59-68,共10页Nankai Business Review

基　　金：国家自然科学基金项目(70772018);教育部重大攻关项目(08JZD0019)资助

摘　　要：奖励推荐计划(Referral Reward Program)是企业给予现有顾客物质奖励,激发其向新顾客发送口碑推荐产品的新营销策略。与自然口碑相比,奖励推荐口碑复杂的发送动机影响了接收者对其评判。基于信任和关系范式理论,本文通过三个实验探究奖励推荐口碑对接收者态度和行为意向的影响。发现:(1)奖励推荐口碑对接收者购买意向的积极影响总体小于自然口碑,原因是接收者怀疑口碑信息的可信性及不能接受推荐者因获得奖励而推荐的行为;(2)口碑沟通双方的关系强度影响奖励推荐口碑的作用,相同奖励额度下强联系奖励口碑对接收者的购买意向有积极作用,而弱联系奖励口碑作用不大;(3)增强推荐者专业能力和改变奖励分配方式对改善奖励推荐计划效果具有积极作用。Marketing managers now begin to provide some rewards for existing customers to encourage referral of the products in buzz marketing programs.However,compared to natural word-of-mouth referral,reward referral may have some relatively negative effects on receiver＇s attitude and purchasing behavior.This study investigates the impact of word-of-mouth in referral reward programs on the purchasing likelihood of consumers,based on the theory of cred-ibility and relationship norms.The moderating effects of strength ties,expertise,and reward allocation schemes are also discussed.This research spans three studies.Study 1 is a 2×2 between-subjects experiment in which we manipulate the presence of a reward（no,yes） and tie strength（strong,weak）.The results show that the impact of reward referral on consumer purchase behavior is weaker than that of a natural recommendation.The reason behind this is that the receivers could neither fully believe the information nor accept the recommended behavior for the rewards.The results also demonstrate that the impact of reward referral depends on the tie strength,the effectiveness of reward referral is much better with strong ties than with weak ties.Study 2 and study 3 are designed to gain more insight into the effectiveness of referral reward programs according to the level of credibility and acceptance of the program respectively.Study 2 is a 2×2 between-subjects experiment in which we change the ex-pertise of the recommender（expert,rookie） and tie strength（strong,weak）.Study 3 is designed as a 2×2 between-subjects experiment in which we manipulate the independent variables as reward allocation scheme（reward you,reward both） and tie strength（strong,weak）.Through these two experiments,the positive role of improving the recommenders＇ expertise and changing the reward allocation scheme are confirmed.These findings improve our understanding of the mechanism of reward referral and have important implications for the design and implementation of the referral re

关 键 词：奖励推荐计划 口碑 信息可信性 关系范式 

分 类 号：F274[经济管理—企业管理]