奖励推荐计划口碑对接收者的影响

被引：31

作者：

于春玲 ^{[1
]}

王霞 ^{[2
]}

包呼和 ^{[1
]}

机构：

[1] 清华大学经济管理学院

[2] 中国人民大学商学院

来源：

南开管理评论 | 2011年 / 14卷 / 04期

关键词：

奖励推荐计划; 口碑; 信息可信性; 关系范式;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

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。

引用

页码：59 / 68

页数：10

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