赠品价格机制对用户推荐意愿的影响研究  

Research on the impact of price mechanism for giveaway on users′willingness to recommend

作　　者：杨雪[1] 庄雨 陈琬舟 YANG Xue;ZHUANG Yu;CHEN Wanzhou(Business School,Nanjing University,Nanjing 210009,China;Shanghai University of International Business and Economics,Shanghai 201620,China)

机构地区：[1]南京大学商学院,江苏南京210009 [2]上海对外经贸大学,上海201620

出　　处：《管理工程学报》2025年第3期58-70,共13页Journal of Industrial Engineering and Engineering Management

基　　金：国家自然科学基金项目(72272075);南京大学新时代文科卓越研究计划“中长期研究专项”(14914220);南京大学文科青年跨学科团队专项“中央高校基本科研业务费专项资金”(14370115)。

摘　　要：社会化营销是企业或平台通过与用户之间的交谈、互动、反馈等方式,拉近其与消费者之间的心理距离,通过共情达到营销目的。其中起着重要作用的就是口碑效应。为了实现用户拉新,企业或平台常常采用推荐奖励计划的方式激励用户的推荐意愿。本文从社会交换理论视角切入,以某电商平台为研究背景进行模拟实验,探究在推荐奖励计划中,赠品的价格高低和不同价格机制(即价格高低组合)对用户推荐意愿的影响。结果表明:(1)设置赠品作为奖励会增强用户的推荐意愿;(2)相比于高价赠品,低价赠品更能增强用户的推荐意愿;(3)赠品的不同价格机制组合对用户推荐意愿的影响差异不显著,但对用户想获得赠品的内在意愿是存在影响的。本文具有一定的理论贡献与实践意义,在理论贡献维度上,本文的研究是对推荐奖励计划相关研究的补充和创新;在实践意义维度上,本文为企业或平台设计更有效的推荐奖励计划提供了一定的思路。Social marketing is a means of marketing using social networks.This type of marketing closes the psychological distance between the company or platform and the consumer through conversation,interaction and feedback between users,and achieves marketing objectives through empathy.An important role is played by the word-of-mouth effect.In order to develop new users,companies or platforms often use referral reward schemes to motivate users′willingness to recommend.Referral reward schemes are used to incentivise“seed users”to spread,recommend,share and so on,to achieve“fission”growth in the number of users and complete the absorption of new users.In recent years,referral reward schemes have been emerging in the e-commerce sector and have achieved significant results One of the common forms of reward in referral reward schemes is the giveaway,and price is an important attribute of the giveaway.In a referral reward scheme,expensive giveaways are often harder to obtain,and the more times users recommend,the higher value giveaways can be obtained,which brings about contradictions in the area of social exchange.According to the social exchange theory,when users invite others to get certain economic benefits,there will be corresponding psychological costs.The more friends a user invites,the more likely he or she is to feel grateful,guilty or“indebted”,a so-called relationship resource or intrinsic reward,and the higher the psychological cost in terms of interpersonal relationships.The price of the gift may have an impact on the user′s willingness to recommend,as the user has to weigh the financial benefits of the recommendation against the costs involved.If the giveaway is cheaper,the time and psychological cost for users to get the giveaway is relatively low,but if the value of the giveaway is also lower and it may be less attractive to users.If the giveaway is more expensive,it is usually more attractive to users,but the time and psychological cost of obtaining the giveaway is higher.Current studies have n

关 键 词：社会化营销 推荐奖励计划 价格机制 推荐意愿 

分 类 号：C93[经济管理—管理学]