從社群網絡圖譜探討後設知覺對推薦獎勵計畫之影響

Exploring the Influence of Metaperception on Referral Reward Programs Using Social Network Graphs

方正璽(Cheng-Hsi Fang) ； 蘇子瑜(Tzu-Yu Su) ； 林孟彥(Tom M. Y. Lin)

《管理評論》 41卷4期 (2022/10) Pp. 21-42

https://doi.org/10.6656/MR.202210_41(4).CNI021

摘要

研究目的：比較社群圖譜與興趣圖譜兩種不同社群媒體建構邏輯如何影響消費者參與推薦獎勵計畫的意願。研究方法／方法：利用三個獨立的實驗來驗證假說。研究結果：社群網絡圖譜對消費者推薦意願的影響，是經由消費者的後設知覺所中介。興趣圖譜的社群成員有較低的後設知覺與較高之推薦意願，但後設知覺對推薦意願的影響會受到自我認同產品的調節。研究限制／啟發：社群媒體的類型多且差異大，本研究未能探究所有社群可能性。理論／實務／社會意涵：廠商應增加在興趣圖譜社群中推動推薦獎勵方案。針對社交圖譜社群，則可透過自我認同品的操弄來增加參與意願。創見／價值：本研究從社群連結的本質來探討其對推薦獎勵方案之影響，並說明自我認同產品對後設知覺的調節效果。

關鍵字

推薦獎勵計畫 ； 興趣圖譜 ； 社交圖譜 ； 後設知覺 ； 自我認同產品

並列摘要

Purpose - This research illustrates how two social media constructing methods (an interest graph versus a social graph) may affect consumers' metaperception and their willingness to participate referral reward programs (RRPs). Design/methodology/approach - Three independent experiments are conducted to test our hypotheses. Findings - The influence of social network graphs on consumers' willingness to participate RRPs is mediated by consumers' metaperceptions. Individuals in interest graph communities have lower metaperceptions and higher recommendation intentions, but the effect of meatperceptions on recommendation intentions is moderated by identity-signaling product. Research limitations/implications - There are many and varied types of social media, and this study was unable to explore all possibilities. Practical implications/Social implications - Marketers should pay more attention on the benefits of RRPs in interest graph communities. For social graph communities, identity-signaling products to increase the willingness to participate in RRPs. Originality/value - This study examines the nature of social connection patterns in terms of its effect of referral reward programs and illustrates the mode moderating effect of identity-signaling product on consumers' metaperception.

並列關鍵字

Referral reward programs (RRPs) ； Interest graph ； Social graph ； Metaperception ； Identity-signaling product

參考文獻

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