The role of risk preference in referral reward programs

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2024-01-29 DOI:10.1080/10696679.2023.2291709

Tuo Wang, Chanho Song, Michael Y. Hu

引用次数: 0

Abstract

This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...

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风险偏好在转介奖励计划中的作用

本研究探讨了推荐人的风险偏好和奖励大小对推荐人数和推荐朋友类型（即联系强度）的影响。风险偏好（即对风险的偏好）是指推荐人的风险偏好。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.