媒介物对消费者多次推荐选择的影响研究

Research on the Influence of Medium on Consumer Multiple Recommendation Selection

顾客推荐奖励计划虽被广泛关注,但鼓励消费者多次推荐的顾客推荐奖励计划研究甚少。本文通过实验研究,探索了媒介物对消费者多次推荐选择的影响。研究发现,当存在不同奖励制度时,有无媒介物介入及回报差距的计算难度对消费者多次推荐选择存在交互影响作用。当回报差距较难计算时,媒介物介入能显著促进消费者选择多次推荐;当回报差距较易计算时,媒介物介入对消费者的多次推荐选择不存在显著影响。

Although customer referral reward programs have been widely concerned, there is little research on those customer referral reward programs which encourage consumers to make multiple recommendations. Through experimental research, this paper explored the influence of medium on customer multiple recommendation selection. The study found that when there were different reward systems, there was an interaction effect between the presence or absence of medium and the difficulty of calculating the outcome gap on customer multiple recommendation selection. When the outcome gap is difficult to calculate, medium can significantly promote the consumers to choose multiple recommendations. However, when the outcome gap is easy to calculate, the medium has no significant effect on the multiple recommendation selection of consumers.