抗而不拒－降低推薦獎勵計畫中之抗拒心理

Resist Without Rebelling-Reduce the Psychological Reactance in the Referral Reward Programs

方正璽(Cheng-Hsi Fang) ； 羅楹茹(Ying-Ru Lo) ； 林孟彥(Tom M. Y. Lin)

《台灣管理學刊》 23卷2期 (2023/08) Pp. 25-49

https://doi.org/10.6295/TAMJ.202308_23(2).0002

摘要

抗拒心理是精準行銷時代消費者普遍的心理反應，這種負面情緒會導致廣告或推薦獎勵計畫的成效不佳。本研究利用實驗法比較不同廣告推播方式所引起的抗拒心理是否不同，並且提出緩解消費者抗拒心理的實務作法。實驗一發現對高抗拒心理者而言，採標記朋友的推薦方式將導致更負面的品牌評價，但對低抗拒心理者而言，廣告推播與標記推薦的差異不顯著。實驗二則提出改變獎勵選項的設計來降低消費者的抗拒心理。研究證實若提供消費者自由選擇獎勵品可有效減緩其抗拒心理，進而提高對品牌的評價與購買意願。在兩個實驗中皆發現品牌評價會完全中介抗拒心理對購買意願之影響。

關鍵字

再行銷 ； 標記 ； 推薦獎勵 ； 抗拒心理 ； 心理抗拒理論

並列摘要

In the age of precision marketing, excessive advertising messages have caused consumers to be resistant to product advertising. However, in order to break through the limitations of algorithms and ensure effective delivery of advertising messages, companies often require participants to tag specific audiences and share product messages directly to friends and family. Does this tagging lead to stronger resistance or better brand evaluation because the message comes from a friend? This study adopted a quasi-experimental design in which Experiment 1 investigated the effects of ad postings and annotated postings on brand evaluation, while Experiment 2 proposed changing the design of the reward option to reduce consumer resistance. The study confirms that the use of annotated postings increases consumer resistance, but providing consumers with the freedom to choose reward options can effectively reduce the resistance of highly rebellious consumers and increase their evaluation of the brand and purchase intention.

並列關鍵字

remarketing ； tag ； referral reward ； psychological reactance ； psychological reactance theory

參考文獻

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