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文章旨在研究推荐奖励计划中奖励类型(享乐性赠品和实用性赠品)和调节聚焦(趋进型和规避型)对顾客推荐意愿的影响。结果表明:在推荐奖励计划中,具有不同调节聚焦属性的顾客,其推荐意愿也存在差异。具体来说,与规避型顾客相比,趋进型顾客的推荐意愿较高。此外,调节聚焦与奖励类型对顾客推荐意愿存在交互作用。具体来说,对于趋进型顾客来说,与实用性赠品相比,当奖励为享乐性赠品时,其推荐意愿较高;而对于规避型顾客来说,与享乐性赠品相比,当奖励为实用性赠品时,其推荐意愿较高。最后,文章为企业制定推荐奖励计划提出了几点建议。
Abstract：This research explores how the reward type( hedonic gift and practical gift) and consumer regulatory focus( promotion-focused and prevention-focused) among the referral reward program influence their referral likelihood. The results reveal that among the referral reward program,for customers with different customer regulatory focuses,they have different referral likelihood. Specifically,compared with prevention-focused customers,promotion-focused customers are more likely to recommend.In addition,reward type and customer regulatory focus have significant interactive effect toward referral likelihood. Compared with practical gift,it is better to give promotion-focused customers hedonic gift to get higher referral likelihood; compared with hedonic gift,when the prevention-focused customers are rewarded by practical gift,they have higher referral likelihood. In the end,this paper provides several suggestions for companies' referral reward program.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2016.01.006
中图分类号:F274
引用信息:
[1]朱翊敏,于洪彦.奖励类型与调节聚焦对顾客推荐意愿的影响研究[J].商业经济与管理,2016,No.291(01):43-52.DOI:10.14134/j.cnki.cn33-1336/f.2016.01.006.
基金信息:
国家自然科学基金青年项目(71202089);国家自然科学基金项目(71172163); 广东省自然科学基金项目(S2013010012249); 中央高校基本科研业务费专项资金项目(12wkpy49)
2016-01-15
2016-01-15