RRP下移动支付用户线下推广机理研究——基于媒介丰富度视角

Research on Offline Promotion Mechanism of Mobile Payment Users under RRP:Taking Alipay as an Example

本文在考虑推广媒介的基础上,运用扎根理论研究方法,以支付宝为例,通过构建移动支付用户线下推广机理模型,探讨奖励推荐计划中奖励设置对产品推广的影响机理。研究发现:奖励推荐计划的设定会通过改变推广媒介影响用户对产品的态度,最终激励用户的推广行为;推广者与被推广者对产品的信息不对称在这一过程中起到调节作用。并在此研究基础上为企业产品推广提出营销建议。

Base on promotion mediums,this paper explores the influences of Reward Setting on the Referral Reward Program effect of the promotion of products.Taking Alipay as an example,this study uses grounded theory,to analyze and elaborate this process systematically,and constructing the offline promotion mechanism model of mobile payment users.This study finds that the setting of Referral Reward Program affects users'attitude towards product by changing the promotion medium,and ultimately affects users?promotion behavior.In addition information asymmetry between promoters and prospective customers plays a regulatory role in this process.Finally,some marketing suggestions are proposed to promote products.