在线推介激励机制中的性别差异——推介双方的视角
发布时间：2019-01-30 10:33
【摘要】：推介激励机制是时下在线商家拓展客户资源的一种有效方式。推介双方的性别差异因其一对一的特点而对好友推介的成功率起到了决定性的影响。将推介的回应者选定为男性或女性,引入推介双方行为方式的性别差异,以实验的方法探讨不同性别的推介发起者以及回应者的行为模式。结果发现,男性发起者的出价偏离五五分成的程度高于女性发起者,男性回应者面对女性发起者的采纳率高于男性发起者。女性发起者和回应者对推介奖金分配方式的公平性较为敏感。女性发起者倾向于向女性回应者发送推介,女性回应者倾向于接受女性发起者的推介。最后,对推介双方性别差异对成功的好友推介激励机制的启示进行了讨论。
[Abstract]:Promotion incentive mechanism is an effective way for online merchants to expand customer resources. Gender differences play a decisive role in the success rate of good friend referrals due to their one-on-one characteristics. The respondents were selected as male or female, and the gender differences between the two sides were introduced, and the behavior patterns of promoters and responders of different genders were explored by means of experiments. The results showed that the bids of male promoters were higher than that of female promoters, and the acceptance rate of male respondents to female promoters was higher than that of male promoters. Female promoters and responders are more sensitive to the fairness of the way of promoting bonus allocation. Female promoters tend to send referrals to female responders, and female responders tend to accept referrals from female promoters. Finally, the inspiration of gender differences to the promotion incentive mechanism of successful friends is discussed.
【作者单位】： 西安交通大学管理学院;中国人民大学商学院;
【基金】：国家自然科学基金资助项目(71331007)
【分类号】：F713.36;F224
[Abstract]:Promotion incentive mechanism is an effective way for online merchants to expand customer resources. Gender differences play a decisive role in the success rate of good friend referrals due to their one-on-one characteristics. The respondents were selected as male or female, and the gender differences between the two sides were introduced, and the behavior patterns of promoters and responders of different genders were explored by means of experiments. The results showed that the bids of male promoters were higher than that of female promoters, and the acceptance rate of male respondents to female promoters was higher than that of male promoters. Female promoters and responders are more sensitive to the fairness of the way of promoting bonus allocation. Female promoters tend to send referrals to female responders, and female responders tend to accept referrals from female promoters. Finally, the inspiration of gender differences to the promotion incentive mechanism of successful friends is discussed.
【作者单位】： 西安交通大学管理学院;中国人民大学商学院;
【基金】：国家自然科学基金资助项目(71331007)
【分类号】：F713.36;F224
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