推荐奖励计划对消费者推荐意愿的影响被引量：22

Impact of Referral Programs on Referral Intention

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摘要推荐奖励计划是近些年发展起来的一种口碑管理工具,是企业通过一定形式的奖励来刺激已有顾客推荐新顾客的营销方案。本研究探索了推荐奖励计划在推荐数量限制、奖励力度、奖励对象和奖励物形式四个方面的设置对消费者推荐意愿的影响,检验了消费者意见领袖倾向的调节效应,并从感知推荐价值和感知社会风险视角探讨了推荐奖励计划对消费者推荐意愿影响的中介机制。 Referral program is a kind of marketing program that encourages customers to introduce new customers to the firm. This paper tests the effect of referral program on customer referral intention, and finds that amount limitation, reward type and referral scheme have significant effect on referral intention, while referral size doesn＇ t have effect. We also test the moderating effect of opinion leadership tendency on the effect of referral program on referral intention, and the mediating effect of perceived reward value and perceived social risk.

作者王晓玉

机构地区上海财经大学

出处《当代经济管理》 2010年第3期32-37,共6页 Contemporary Economic Management

基金上海财经大学"211工程"三期重点学科建设项目<后工业化社会的营销创新> "211工程"后期资助项目<世界经济衰退期启动内需市场的营销策略研究>的阶段性研究成果

关键词推荐奖励计划推荐意愿感知推荐价值感知社会风险 referral programs referral intention perceived reward value perceived social risk

分类号 F063.2 [经济管理—政治经济学]

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参考文献22

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