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研究生:陳子婷
研究生(外文):Tzu-Ting Chen
論文名稱:推薦獎勵計畫對顧客推薦意願影響之研究-以醫美產業為例
論文名稱(外文):The Influence of Referral Reward Programs on Customer Referrals in the Medical Cosmetology Industry
指導教授:林孟彥林孟彥引用關係
指導教授(外文):Tom M. Y. Lin
口試委員:林孟彥
口試委員(外文):Tom M. Y. Lin
口試日期:2014-01-13
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:30
中文關鍵詞:推薦獎勵獎勵類型獎勵大小關係強度
外文關鍵詞:referral rewardreward typereward sizetie strength
相關次數:
  • 被引用被引用:2
  • 點閱點閱:444
  • 評分評分:
  • 下載下載:142
  • 收藏至我的研究室書目清單書目收藏:1
推薦獎勵計畫是近年來企業常用的行銷手法,目的在於透過獎勵的方式來鼓勵現有顧客向其他消費者做推薦。本研究延續Ryu and Feick (2007)的研究,以醫美產業為研究對象,從推薦者的角度去探討推薦獎勵計畫中獎勵大小、獎勵類型和關係強度對消費者推薦意願的影響,並檢驗關係強度的調節效果。
我們採用2(強連結 vs. 弱連結)×2(大獎勵 vs. 小獎勵)×2(現金 vs. 禮物)的實驗設計,研究結果發現:強連結比弱連結有更高的推薦意願;在強連結的情況下,獎勵大小對推薦意願沒有顯著影響,但在弱連結的情況下,大獎勵比小獎勵能帶來更高的推薦意願。此外,在弱連結的情況下,獎勵類型對推薦意願的影響不顯著,而在強連結的情況下,以現金作為獎勵對於消費者的推薦意願有顯著提高。
因此,本研究建議企業在設計推薦獎勵計畫時,應將目標對象訂為熟客(即強連結),並針對弱連結提供較高價值的獎勵,才能有效提高顧客推薦意願。
Referral reward programs have been widely used as a means to encourage existing customers to make recommendations to others. Ryu and Feick (2007) examined how marketers can use incentives to stimulate word of mouth. We extend their study by examining how the different reward sizes, reward types, and tie strength influence customer referrals from the perspective of recommenders. In addition, we examine the moderating effect of tie strength between the company and the recommender.
We chose medical cosmetology industry as the experimental subjects. In order to test our research framework, we use a 2 (reward size: large vs. small) ×2 (reward type: money vs. gift) ×2 (tie strength: strong vs. weak) between-subjects design. We find that, in the strong tie condition, customers are more likely to recommend. There is no difference in the effect of reward sizes with strong ties. In contrast, with weak ties, an increase in reward size increases the referral likelihood. Furthermore, there is little difference in reward types with weak ties, while the referral likelihood is higher when the reward is money rather than gift with strong ties.
Based on our findings, companies could target regular customers (strong ties) when designing referral reward programs. Besides, offering larger rewards to weak ties will be more effective for increasing customer referrals.
摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 V
表目錄 V
第壹章 緒論 1
第一節 研究動機 2
第二節 研究目的 2
第三節 研究之重要性 3
第四節 研究流程 3
第貳章 文獻回顧 4
第一節 口碑推薦 4
第二節 顧客推薦獎勵 4
第三節 獎勵大小與推薦意願 5
第四節 獎勵類型與推薦意願 5
第五節 關係強度與推薦意願 6
第參章 研究方法 9
第一節 研究架構 9
第二節 研究對象 9
第三節 受測者和實驗設計 10
第四節 變數衡量項目 12
第肆章 研究結果與分析 14
第一節 操弄檢定 14
第二節 樣本分析 14
第三節 假設檢定 16
第四節 結果分析 19
第伍章 結論與建議 20
第一節 研究結論 20
第二節 管理意涵 21
第三節 研究限制與未來研究方向 21
參考文獻 23
附錄 問卷 27
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