設計改善推薦意願之推薦活動

Designing a Referral Reward Program: How to Improve the Willingness to Recommend

謝麗雯(Li-wen Hsieh)

指導教授 ： 王俊程

國立清華大學/科技管理學院/服務科學研究所/碩士(2013年)

摘要

現今市面上有愈來愈多的公司推出推薦活動，這些公司藉由推薦活動來刺激顧客對產品的興趣、增加產品銷售量，並提高顧客的參與度，因此推薦活動的重要性愈來愈高。本研究藉由探討推薦活動所涉及的產品風險、互惠性、資訊不對稱性以及推薦發送者和接受者之間的連結強度，對發送者推薦意願所造成的影響，以提供有興趣推出推薦活動的公司在設計推薦活動時的參考依據。經由設計16種版本的情境式問卷，並對480份有效樣本進行假說檢定，本研究發現產品風險、資訊不對稱性以及推薦發送者和接受者之間的連結強度都對發送者的推薦意願產生影響，而互惠性在產品風險、資訊不對稱性這兩個變數與發送者的推薦意願之間的關係中，扮演了調節變數的角色。當產品風險愈低時，發送者的推薦意願愈高，而當推薦活動存在資訊對稱性時，發送者的推薦意願愈高。另外，當推薦發送者和接受者之間的連結強度愈高時，發送者的推薦意願也愈高。除此之外，當推薦活動存在互惠性時，能夠強化產品風險、資訊不對稱性這兩個變數與發送者的推薦意願之間的關係。因此，本研究建議公司在設計推薦活動時，如果想要提高人們的推薦意願，則必須讓推薦活動中包含低風險產品、存在資訊對稱性以及互惠性，並鼓勵人們推薦給和自己的關係屬於強連結的人。

關鍵字

推薦活動 ； 推薦意願 ； 產品風險 ； 互惠性 ； 資訊不對稱性 ； 連結強度

並列摘要

There are more and more firms engaging in referral reward programs to increase customer participation and customers’ interests in products, so the importance of referral reward program is increasing. This paper aims to provide the guidelines for companies to design the referral reward programs that improve the recommendation giver’s willingness to recommend. We conducted a questionnaire survey to examine the effects of product-related risk, reciprocity, information asymmetry, and tie strength on the recommendation giver’s recommendation intention. We found that product-related risk, reciprocity, information asymmetry, and tie strength all have influence on recommendation intention. The recommendation intention is negatively affected by product-related risk, positively affected by information asymmetry and the tie strength between the recommendation giver and receiver. Besides, the relationship between product-related risk and recommendation intention is moderated by reciprocity, and reciprocity is also the moderator of the relationship between tie strength and recommendation intention. To increase the recommendation giver’s willingness to recommend, this paper suggests the firms designing referral reward programs that involve low risk product, reciprocity, information symmetry, and strong tie.

並列關鍵字

referral reward program ； recommendation intention ； product-related risk ； reciprocity ； information asymmetry ； tie strength

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