顾客参与创新、奖励推荐计划与口碑推荐意愿关系研究
发布时间：2018-08-07 19:16
【摘要】：在以用户为导向的营销3.0时代,社交媒体的蓬勃发展使得顾客口碑更容易被接收和传递,顾客口碑不仅比传统营销方式更受消费者的信赖,而且更能引导消费者的行为和意愿。随着电子信息技术和顾客参与型体验营销的不断发展,越来越多的企业借助顾客线上参与体验(如:产品设计)的过程实施产品创新,并借助这些顾客进行口碑营销传播。理论研究和实践经验表明,顾客参与创新有助于促进顾客基于自我体验的口碑传播,但顾客参与创新后产生哪些积极心理变化,企业如何据此改进创新活动的过程却并没有得到学者的更多关注。为了更好的激发顾客的口碑推荐,企业将主动管理口碑方式与被动管理口碑方式相结合,奖励推荐计划开始被应用于顾客创新情境。然而,现有关于奖励推荐计划与口碑推荐意愿之间的关系,学界一直存在不一致的认识。奖励推荐计划与顾客自发口碑相结合是否能真正激发更多推荐一直是悬而未决的问题。因此,为了深入探究顾客参与创新、奖励推荐计划与口碑推荐意愿之间的关系,更全面的了解创新顾客口碑推荐意愿的形成路径,本研究基于社会交换理论,从内在性报酬层面剖析顾客参与创新后的心理变化如何影响口碑推荐意愿,从外在性报酬层面剖析奖励推荐计划对口碑推荐意愿的作用,在此基础上,进一步探讨内在性报酬和外在性报酬的交互作用。本研究在理论分析的基础上,结合实践经验,构建了顾客参与创新、奖励推荐计划、口碑推荐意愿之间的关系模型。在此基础上,提出9个研究假设。针对所建立的模型和研究假设,本研究开展两个现场实验和问卷调查采集数据,并使用SPSS 17.0等软件对数据进行分析处理,运用回归分析、方差分析等方法验证模型和研究假设。研究结果表明,顾客参与创新对口碑推荐意愿具有显著的积极影响;顾客创新自我效能感在顾客参与创新与口碑推荐意愿之间具有中介作用;奖励额度对顾客口碑推荐意愿的积极影响具有边界条件;相比现金奖励,礼品奖励更具有积极影响,但这种积极影响也具有边界条件,取决于创新顾客的创新自我效能感。本研究结果解释了以往不一致的研究结论,即奖励推荐计划中奖励额度和奖励类型何时更能发挥作用取决于推荐者的心理因素。最后根据研究结果,提出了相应的管理建议和未来研究展望。
[Abstract]:In the era of user-oriented marketing 3.0, the vigorous development of social media makes customer word of mouth easier to be received and transmitted. Customer word of mouth is not only more trusted than traditional marketing methods, but also more able to guide consumer behavior and willingness. With the continuous development of electronic information technology and customer participatory experience marketing, more and more enterprises implement product innovation through the process of customer online participation experience (such as product design), and use these customers to spread word of mouth marketing. Theoretical research and practical experience show that customer participation in innovation helps to promote the spread of reputation based on self-experience, but what positive psychological changes occur after customer participation in innovation. However, how to improve the process of innovation has not been paid more attention by scholars. In order to stimulate customers' word-of-mouth recommendation, enterprises combine the active management of word-of-mouth with passive management of word-of-mouth, and the reward recommendation program is applied to customer innovation situation. However, there is a consistent understanding of the relationship between reward recommendation and word-of-mouth recommendation. Whether the combination of reward recommendation program and customer spontaneous word of mouth can really stimulate more recommendation is always an open question. Therefore, in order to deeply explore the relationship between customer participation in innovation, reward recommendation plan and word-of-mouth recommendation intention, and understand more comprehensively the formation path of innovation customer word-of-mouth recommendation intention, this study is based on the theory of social exchange. On the basis of analyzing how the psychological changes of customers' participation in innovation affect the willingness of word-of-mouth recommendation from the perspective of intrinsic compensation and the effect of reward and recommendation plan on the willingness of word-of-mouth recommendation from the external compensation level, this paper analyzes how the psychological changes of customers' participation in innovation affect the willingness of word-of-mouth recommendation. Further explore the interaction between internal and external rewards. On the basis of theoretical analysis and practical experience, this study constructs a model of the relationship among customer participation in innovation, reward recommendation program and word-of-mouth recommendation intention. On this basis, nine research hypotheses are proposed. In view of the established model and research hypothesis, this study carried out two field experiments and questionnaires to collect data, and used SPSS 17.0 software to analyze and process the data. Regression analysis, variance analysis and other methods were used to verify the model and research hypothesis. The results show that customer participation in innovation has a significant positive impact on WOM, and customer innovation self-efficacy plays an intermediary role between customer participation in innovation and WOM. Compared with cash reward, gift reward has more positive effect, but this positive effect also has boundary condition, which depends on innovation self-efficacy of innovative customer. The results of this study explain the previous inconsistent conclusions, that is, when the amount and type of rewards in the reward recommendation plan can play a more important role depends on the psychological factors of the referees. Finally, according to the research results, the corresponding management suggestions and future research prospects are put forward.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
[Abstract]:In the era of user-oriented marketing 3.0, the vigorous development of social media makes customer word of mouth easier to be received and transmitted. Customer word of mouth is not only more trusted than traditional marketing methods, but also more able to guide consumer behavior and willingness. With the continuous development of electronic information technology and customer participatory experience marketing, more and more enterprises implement product innovation through the process of customer online participation experience (such as product design), and use these customers to spread word of mouth marketing. Theoretical research and practical experience show that customer participation in innovation helps to promote the spread of reputation based on self-experience, but what positive psychological changes occur after customer participation in innovation. However, how to improve the process of innovation has not been paid more attention by scholars. In order to stimulate customers' word-of-mouth recommendation, enterprises combine the active management of word-of-mouth with passive management of word-of-mouth, and the reward recommendation program is applied to customer innovation situation. However, there is a consistent understanding of the relationship between reward recommendation and word-of-mouth recommendation. Whether the combination of reward recommendation program and customer spontaneous word of mouth can really stimulate more recommendation is always an open question. Therefore, in order to deeply explore the relationship between customer participation in innovation, reward recommendation plan and word-of-mouth recommendation intention, and understand more comprehensively the formation path of innovation customer word-of-mouth recommendation intention, this study is based on the theory of social exchange. On the basis of analyzing how the psychological changes of customers' participation in innovation affect the willingness of word-of-mouth recommendation from the perspective of intrinsic compensation and the effect of reward and recommendation plan on the willingness of word-of-mouth recommendation from the external compensation level, this paper analyzes how the psychological changes of customers' participation in innovation affect the willingness of word-of-mouth recommendation. Further explore the interaction between internal and external rewards. On the basis of theoretical analysis and practical experience, this study constructs a model of the relationship among customer participation in innovation, reward recommendation program and word-of-mouth recommendation intention. On this basis, nine research hypotheses are proposed. In view of the established model and research hypothesis, this study carried out two field experiments and questionnaires to collect data, and used SPSS 17.0 software to analyze and process the data. Regression analysis, variance analysis and other methods were used to verify the model and research hypothesis. The results show that customer participation in innovation has a significant positive impact on WOM, and customer innovation self-efficacy plays an intermediary role between customer participation in innovation and WOM. Compared with cash reward, gift reward has more positive effect, but this positive effect also has boundary condition, which depends on innovation self-efficacy of innovative customer. The results of this study explain the previous inconsistent conclusions, that is, when the amount and type of rewards in the reward recommendation plan can play a more important role depends on the psychological factors of the referees. Finally, according to the research results, the corresponding management suggestions and future research prospects are put forward.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
【参考文献】
相关期刊论文 前9条
1 张德鹏;林萌菲;陈晓雁;张馥丽;;顾客参与创新对口碑推荐意愿的影响研究:心理所有权的中介作用[J];管理评论;2015年12期
2 李惠t，
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