市场规范与社会规范冲突视角下的奖励推荐计划作用机制  

The Influencing Mechanism of Referral Reward Program on Referral Behavior: From the Perspective of Conflicts between Social Norm and Market Norm

作　　者：李惠璠[1,2] 范秀成[2] 曹花蕊[3] 杜建刚[4] 

机构地区：[1]南开大学国际商务研究所,天津300457 [2]复旦大学服务营销与服务管理研究中心,上海200433 [3]天津师范大学工商管理学院,天津300387 [4]南开大学商学院,天津300071

出　　处：《心理科学进展》2015年第1期11-21,共11页Advances in Psychological Science

基　　金：国家自然科学基金项目(71372098;71232008;71102032)

摘　　要：奖励推荐计划(referral reward program,RRP)越来越成为企业获取新顾客和保留老顾客的有力武器,然而有关RRP对消费者推荐行为影响的研究却较为匮乏。从RRP引发社会规范与市场规范冲突的视角出发,以营销学、动机心理学、情绪心理学及行为经济学为基础,系统研究RRP对推荐行为的影响。具体内容包括:研究奖励框架与社会规范对消费者推荐动机的作用;探究情绪在动机一致性与推荐行为之间的中介作用;关注因果定向、自我意识及文化价值观等自我层面因素对以上过程的调节作用。将主要采用系列实验并结合神经营销学方法,力图彻底搞清现有研究中的争论话题和填补研究空白,这对从社会规范与市场规范相冲突的视角探讨以动机为主题的RRP研究具有重要的理论意义,同时对中外企业了解奖励对消费者推荐行为的影响机制以及设计合理有效的RRP具有显著的指导意义。Referral reward program （RRP） is becoming a powerful weapon of acquiring new customers and retaining old customers. However, the lack of research on RRP, especially with respect to the influences of RRP on consumer referral behavior, is contrary to the practices. Building upon work from marketing, psychology of motivation, psychology of emotion, and behavioral economics, a influencing mechanism model of RRP on referral behavior from the perspective of conflicts between social norm and market norm is presented. The study will be organized as follows. First, the effects of incentive schemes and social norm on the consumers＇ referral motivations will be explored. Second, the mediating role of emotion between the congruence of motivations and referral behavior will be investigated. Third, the moderating effects of causality orientation, self-awareness, and cultural values on the above relationships will be clarified. Following this line of reasoning, findings from these studies will provide important theoretical and practical implications.

关 键 词：奖励推荐计划 社会规范 内在动机 外在动机 情绪 

分 类 号：B849[哲学宗教—应用心理学] C93[哲学宗教—心理学]