多任务线上社交推介奖励机制复杂性对用户推介意愿的影响研究  

Study of the Influence of Multi-Task Online Social Referral Reward Complexity on Users’Referral Intentions

作　　者：王一粟 郑凯若 WANG Yisu;ZHENG Kairuo

机构地区：[1]中国人民大学商学院 [2]济南大学管理科学与工程学院

出　　处：《新经济》2025年第4期104-118,共15页New Economy

摘　　要：在社交电商深度渗透消费场景的背景下,多任务线上社交推介活动已成为各大平台广泛采用的营销策略。然而,过于复杂的推介奖励机制设计可能对用户推介意愿产生不同程度的影响。本研究基于认知负荷理论、目标决策理论和公平理论,探讨了多任务线上社交推介活动中奖励机制复杂性对用户推介意愿的影响路径,并通过实验方法验证了感知决策合理性和感知公平性的中介作用。研究结果表明,奖励机制复杂性对用户推介意愿具有显著的负向影响,感知决策合理性和感知公平性在其中发挥了重要的中介作用。本研究拓展了线上社交推介奖励机制的研究视角,为电商平台优化推介奖励机制设计、提升用户参与度提供了实践指导。Under the backdrop of social commerce deeply penetrating consumer scenarios,multitask online social referral programs have become a widely adopted marketing strategy by major platforms.However,the complexity of referral reward program mechanisms may exert varying degrees of influence on users’referral intentions.Based on cognitive load theory,goal-setting theory,and equity theory,this study explores the impact of reward program complexity on users’referral intentions in multi-task online social referral campaigns and validates the mediating roles of perceived decision rationality and perceived fairness through experimental methods.The results indicate that reward mechanism complexity has a significant negative impact on users’referral intentions,with perceived rationality and perceived fairness playing crucial mediating roles.This findings expand the research perspective on incentive mechanisms for online social referrals and provides practical guidance for e-commerce platforms to optimize referral reward program designs and enhance user participation.

关 键 词：多任务社交推介 奖励机制 阈值奖励 推介意愿 

分 类 号：F272.3[经济管理—企业管理]