推荐奖励类型对消费者推荐意愿的影响分析  

The Effect of Different Types of Referral Reward on Consumers' Referral Intention

作　　者：刘晓梅[1] 郝放 Liu Xiaomei;Hao Fang(Business School,Renmin University of China,Beijing 100872,China)

机构地区：[1]中国人民大学商学院,北京100872

出　　处：《未来与发展》2018年第11期69-73,共5页Future and Development

摘　　要：相比传统促销方式,推荐奖励因为具有成本低、易被接受的特点,得到了企业广泛的应用。然而,前人对于推荐奖励类型的研究却相对较少。本研究考察了不同关系强度与品牌强度下,礼物奖励和金钱奖励对推荐者推荐意愿的影响。通过两个实验我们发现:在强关系强度下,给予礼物奖励更容易提升推荐者的推荐意愿;而在弱关系强度下,金钱奖励更容易提升推荐者的推荐意愿。此外,在强品牌强度下,给予礼物奖励更容易提升推荐者的推荐意愿;而在弱品牌强度下,金钱奖励更容易提升推荐者的推荐意愿。本研究进一步丰富现有推荐奖励类型的研究,并且对企业制定推荐奖励策略具有一定实践指导意义。Referral reward program stands out form traditional promotion methods due to its cost effectiveness and high acceptability. However, former studies didn＇t pay more attention to the types of referral reward. This research examines the effect of gift reward and cash reward on consumers＇ referral intention under different tie strength and brand strength.Across two studies, we show that under strength tie strength, gift reward increases referral intention more, while under weak tie strength, cash reward increases referral intention more. Besides, under strength brand strength, gift reward increases referral intention more, while under weak brand strength, cash reward increases referral intention more. Our research extends the current literatures on referral reward types, and provides important implications for marketers and firms in designing referral reward program..

关 键 词：奖励类型 推荐意愿 关系强度 品牌强度 感知价值 

分 类 号：F713.55[经济管理—市场营销]