如何设计奖励形式消费者更愿意分享?——促销奖励形式对消费者朋友圈分享行为的影响研究

How to Design Rewards that Consumers are more Willing to Share?——Research on the Influence of Different Promotional Reward Forms on Consumers’Sharing Behaviors in WeChat Moments

网络社交媒体的快速发展促进了企业营销方式的变革,鼓励消费者对企业产品或信息进行朋友圈分享已成为重要的营销手段。基于框架效应理论对不同促销奖励形式影响消费者微信朋友圈分享行为的研究发现:价格促销奖励比非价格促销奖励带来更高的获得奖励动机和更高的消费者分享意愿,获得奖励动机在不同促销奖励形式对消费者分享意愿的影响中起完全中介作用。同时,不同促销奖励形式对获得奖励动机的影响受促销信息披露的调节,具体而言,在促销信息不披露的情况下,价格促销奖励比非价格促销奖励形式带来更高的获得奖励动机;在促销信息披露的情况下,价格促销奖励和非价格促销奖励带来的获得奖励动机差异消失。

The rapid development of network social media has promoted the reform of enterprise marketing methods,and encouraging consumers to share enterprise products or information in WeChat moments has become an important marketing means.Based on the frame-effect theory,the research on the influence of different forms of promotional incentives on consumers’sharing behavior in WeChat moments found that,compared with non-price promotion rewards,price promotion rewards have higher incentive to get rewards and higher willingness to share.Reward motivation plays a complete mediator role in the influence of different promotional reward forms on consumers’intention to share.At the same time,the influence of different promotional incentive forms on incentive motivation is moderated by promotional information disclosure.Specifically,price promotional incentive forms bring higher incentive motivation than non-price promotional incentive forms when promotional information is not disclosed.When the promotion information is disclosed,the incentive difference between price promotion reward and non-price promotion reward disappears.