利己还是利他?从关系规范的角度对社交电子商务中的推荐奖励进行实验研究

IF 3.7 4区 管理学 Q2 BUSINESS
Jie Su, Dan Ke, Xin Luo, Xue Bai
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引用次数: 0

摘要

在当代电子商务战略领域,企业越来越倾向于使用推荐计划激励措施来促使现有客户招募新客户。然而,现有的知识还不足以揭示在公司-消费者和消费者-消费者关系中分享各种奖励的复杂动态。本研究填补了这一空白,揭示了推荐奖励的有效性与接受者在推荐阶段的推荐倾向和接受阶段的接受倾向之间的微妙联系。通过三个基于情景的实验,我们探索了消费者与公司之间的关系对个人在推荐阶段参与推荐意愿的影响,确定了两个关键的心理机制:经济动机和社会动机。我们的研究结果表明,主要使发送者受益的自私激励优于亲社会激励,尤其是在交换规范中,但也揭示了在公共规范中与亲社会推荐奖励相关的声誉优势。我们将重点转移到接受阶段,仔细研究了推荐人和接受人之间的关系,发现发送人获益的奖励可能会由于消极的动机推断而削弱接受人的接受度,但这种影响可以被关系规范所调节。我们的研究结果让人们全面了解了推荐奖励在社交电子商务中影响消费者行为的多方面作用,为企业优化推荐策略提供了宝贵的指导,使奖励与关系规范相一致,从而提高整体效益。
本文章由计算机程序翻译,如有差异,请以英文原文为准。

Egotistic or altruistic? An experimental investigation of referral rewards in social e-commerce from the perspective of relationship norms

Egotistic or altruistic? An experimental investigation of referral rewards in social e-commerce from the perspective of relationship norms

In the contemporary arena of e-commerce strategies, companies are increasingly drawn to the use of referral program incentives to prompt existing customers to recruit new ones. However, the existing knowledge falls short of unraveling the intricate dynamics governing the sharing of diverse rewards in company-consumer and consumer-consumer relationships. This study bridges this gap by unveiling a nuanced connection between the effectiveness of referral rewards and the interplay of both the recipient’s propensity to refer during the referral stage and the recipient’s inclination to accept during the acceptance stage. Through three scenario-based experiments, we explore the influence of the consumer-company relationship on individuals’ willingness to engage in referrals during the referral stage, identifying two pivotal psychological mechanisms: economic and social motivation. Our findings underscore those selfish incentives, primarily benefiting the sender, outperform prosocial incentives, particularly within exchange norms, yet reveal the reputational advantages associated with prosocial referral rewards in communal norms. Shifting the focus to the acceptance stage, we scrutinize the relationship between the referrer and the recipient, discovering that sender-benefiting rewards may undermine a recipient’s acceptance due to negative motivational inferences, yet this effect can be moderated by relationship norms. Our findings offer a comprehensive understanding of the multifaceted role played by referral rewards in shaping consumer behavior within social e-commerce, providing valuable guidance for companies seeking to optimize their referral strategies by aligning rewards with relationship norms to enhance overall effectiveness.

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来源期刊
CiteScore
7.50
自引率
12.80%
发文量
99
期刊介绍: The Internet and the World Wide Web have brought a fundamental change in the way that individuals access data, information and services. Individuals have access to vast amounts of data, to experts and services that are not limited in time or space. This has forced business to change the way in which they conduct their commercial transactions with their end customers and with other businesses, resulting in the development of a global market through the Internet. The emergence of the Internet and electronic commerce raises many new research issues. The Electronic Commerce Research journal will serve as a forum for stimulating and disseminating research into all facets of electronic commerce - from research into core enabling technologies to work on assessing and understanding the implications of these technologies on societies, economies, businesses and individuals. The journal concentrates on theoretical as well as empirical research that leads to better understanding of electronic commerce and its implications. Topics covered by the journal include, but are not restricted to the following subjects as they relate to the Internet and electronic commerce: Dissemination of services through the Internet;Intelligent agents technologies and their impact;The global impact of electronic commerce;The economics of electronic commerce;Fraud reduction on the Internet;Mobile electronic commerce;Virtual electronic commerce systems;Application of computer and communication technologies to electronic commerce;Electronic market mechanisms and their impact;Auctioning over the Internet;Business models of Internet based companies;Service creation and provisioning;The job market created by the Internet and electronic commerce;Security, privacy, authorization and authentication of users and transactions on the Internet;Electronic data interc hange over the Internet;Electronic payment systems and electronic funds transfer;The impact of electronic commerce on organizational structures and processes;Supply chain management through the Internet;Marketing on the Internet;User adaptive advertisement;Standards in electronic commerce and their analysis;Metrics, measurement and prediction of user activity;On-line stock markets and financial trading;User devices for accessing the Internet and conducting electronic transactions;Efficient search techniques and engines on the WWW;Web based languages (e.g., HTML, XML, VRML, Java);Multimedia storage and distribution;Internet;Collaborative learning, gaming and work;Presentation page design techniques and tools;Virtual reality on the net and 3D visualization;Browsers and user interfaces;Web site management techniques and tools;Managing middleware to support electronic commerce;Web based education, and training;Electronic journals and publishing on the Internet;Legal issues, taxation and property rights;Modeling and design of networks to support Internet applications;Modeling, design and sizing of web site servers;Reliability of intensive on-line applications;Pervasive devices and pervasive computing in electronic commerce;Workflow for electronic commerce applications;Coordination technologies for electronic commerce;Personalization and mass customization technologies;Marketing and customer relationship management in electronic commerce;Service creation and provisioning. Audience: Academics and professionals involved in electronic commerce research and the application and use of the Internet. Managers, consultants, decision-makers and developers who value the use of electronic com merce research results. Special Issues: Electronic Commerce Research publishes from time to time a special issue of the devoted to a single subject area. If interested in serving as a guest editor for a special issue, please contact the Editor-in-Chief J. Christopher Westland at westland@uic.edu with a proposal for the special issue. Officially cited as: Electron Commer Res
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