顧客參與創(chuàng)新、獎勵推薦計劃與口碑推薦意愿關(guān)系研究
發(fā)布時間：2018-08-07 19:16
【摘要】：在以用戶為導向的營銷3.0時代,社交媒體的蓬勃發(fā)展使得顧客口碑更容易被接收和傳遞,顧客口碑不僅比傳統(tǒng)營銷方式更受消費者的信賴,而且更能引導消費者的行為和意愿。隨著電子信息技術(shù)和顧客參與型體驗營銷的不斷發(fā)展,越來越多的企業(yè)借助顧客線上參與體驗(如:產(chǎn)品設(shè)計)的過程實施產(chǎn)品創(chuàng)新,并借助這些顧客進行口碑營銷傳播。理論研究和實踐經(jīng)驗表明,顧客參與創(chuàng)新有助于促進顧客基于自我體驗的口碑傳播,但顧客參與創(chuàng)新后產(chǎn)生哪些積極心理變化,企業(yè)如何據(jù)此改進創(chuàng)新活動的過程卻并沒有得到學者的更多關(guān)注。為了更好的激發(fā)顧客的口碑推薦,企業(yè)將主動管理口碑方式與被動管理口碑方式相結(jié)合,獎勵推薦計劃開始被應(yīng)用于顧客創(chuàng)新情境。然而,現(xiàn)有關(guān)于獎勵推薦計劃與口碑推薦意愿之間的關(guān)系,學界一直存在不一致的認識。獎勵推薦計劃與顧客自發(fā)口碑相結(jié)合是否能真正激發(fā)更多推薦一直是懸而未決的問題。因此,為了深入探究顧客參與創(chuàng)新、獎勵推薦計劃與口碑推薦意愿之間的關(guān)系,更全面的了解創(chuàng)新顧客口碑推薦意愿的形成路徑,本研究基于社會交換理論,從內(nèi)在性報酬層面剖析顧客參與創(chuàng)新后的心理變化如何影響口碑推薦意愿,從外在性報酬層面剖析獎勵推薦計劃對口碑推薦意愿的作用,在此基礎(chǔ)上,進一步探討內(nèi)在性報酬和外在性報酬的交互作用。本研究在理論分析的基礎(chǔ)上,結(jié)合實踐經(jīng)驗,構(gòu)建了顧客參與創(chuàng)新、獎勵推薦計劃、口碑推薦意愿之間的關(guān)系模型。在此基礎(chǔ)上,提出9個研究假設(shè)。針對所建立的模型和研究假設(shè),本研究開展兩個現(xiàn)場實驗和問卷調(diào)查采集數(shù)據(jù),并使用SPSS 17.0等軟件對數(shù)據(jù)進行分析處理,運用回歸分析、方差分析等方法驗證模型和研究假設(shè)。研究結(jié)果表明,顧客參與創(chuàng)新對口碑推薦意愿具有顯著的積極影響;顧客創(chuàng)新自我效能感在顧客參與創(chuàng)新與口碑推薦意愿之間具有中介作用;獎勵額度對顧客口碑推薦意愿的積極影響具有邊界條件;相比現(xiàn)金獎勵,禮品獎勵更具有積極影響,但這種積極影響也具有邊界條件,取決于創(chuàng)新顧客的創(chuàng)新自我效能感。本研究結(jié)果解釋了以往不一致的研究結(jié)論,即獎勵推薦計劃中獎勵額度和獎勵類型何時更能發(fā)揮作用取決于推薦者的心理因素。最后根據(jù)研究結(jié)果,提出了相應(yīng)的管理建議和未來研究展望。
[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.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：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.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274
【參考文獻】
相關(guān)期刊論文 前9條
1 張德鵬;林萌菲;陳曉雁;張馥麗;;顧客參與創(chuàng)新對口碑推薦意愿的影響研究:心理所有權(quán)的中介作用[J];管理評論;2015年12期
2 李惠t，
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