奖励对顾客网络口碑的影响与替代手段的寻求——以餐饮企业的点评返现活动为例
|
摘要
文章以餐饮企业的点评返现活动为例,从顾客行为规范的角度,通过3组实验探讨不同奖励情况下奖励口碑相对于自然口碑在量、值和质3个维度上的变化规律,寻求奖励的替代手段。研究表明:(1)奖励启动了市场规范,使原先自然口碑下占据主导的社会规范被挤出。在市场规范下,顾客更加关注与企业之间的交易关系,进而有效地促进口碑值的增加,同时也更为在意奖励是否为其口碑劳动提供了足够的补偿,这导致口碑量与口碑质之间出现了此长彼消的情况,难以兼得。(2)基于市场规范的思想,采用提高奖励金额的方法增强顾客的口碑行为意愿,虽然最终能够解决上述矛盾,实现口碑量、值和质的全面提升,可也为之付出了相当高的成本。(3)相比之下,采取服务人员请求的方法从社会规范的路径上强化顾客对于口碑社会价值的认知,使口碑的量—质矛盾问题得以化解,并意外地使口碑值也获得了增加,说明从行为绩效的角度来看,社会规范与市场规范并无绝对的优劣,合理地利用社会规范同样可以实现口碑管理目标。
Electronic WOM(eWOM) has become a very important information source for consumption decision,especially when purchasing experience(vs.search) goods,such as restaurants and hotels.This is because consumers are unable to get accurate quality information before consuming the experience goods,which therefore enhances the importance of WOM information in decision making.Marketers nowadays have gradually realized the critical role of WOM and become more actively in WOM management.One of the most widely adopted managing strategies is rewarding consumer for engaging in WOM,i.e.,the referral reward program(RRP).Taken restaurant as an example,this research aims to examine the effect of monetary incentives on consumer WOM in terms of quantity,value,and quality.The current research also investigates into the underlying mechanism through which rewarding impacts consumer WOM.A total of 3 experiments were conducted to test the hypotheses.Experiments 1 tested the main effect of monetary incentives on consumer WOM and found that rewarding effectively enhanced consumer WOM value of the restaurant.However,results demonstrated a"seesaw effect"of rewarding on the quantity and quality of WOM.Specifically,rewarding increased the WOM quantity while reducing the quality of WOM in the meantime.Study 1 further showed that rewarding manifested the role of market norm rather than social norm followed by consumers engaging in WOM.Experiments 2 further found that increasing incentives,which intensified the market norm,can only solve the quantityquality conflict when there was a quality requirement.Without the quality control,higher incentives only enhanced WOM quantity and value,but not WOM quality.Experiments 3 aimed to figure out a more effective and economic alternative for rewarding WOM.Results suggested that a request from employees,by emphasizing the social norm,successfully enhanced the quantity,value,and quality of consumer WOM.By investigating eWOM from a more comprehensive perspective as well as highlighting the important roles of market and social norm,these findings contribute to research on consumer WOM behaviors while also providing practical suggestions to marketers for effective WOM management.
Electronic WOM(eWOM) has become a very important information source for consumption decision,especially when purchasing experience(vs.search) goods,such as restaurants and hotels.This is because consumers are unable to get accurate quality information before consuming the experience goods,which therefore enhances the importance of WOM information in decision making.Marketers nowadays have gradually realized the critical role of WOM and become more actively in WOM management.One of the most widely adopted managing strategies is rewarding consumer for engaging in WOM,i.e.,the referral reward program(RRP).Taken restaurant as an example,this research aims to examine the effect of monetary incentives on consumer WOM in terms of quantity,value,and quality.The current research also investigates into the underlying mechanism through which rewarding impacts consumer WOM.A total of 3 experiments were conducted to test the hypotheses.Experiments 1 tested the main effect of monetary incentives on consumer WOM and found that rewarding effectively enhanced consumer WOM value of the restaurant.However,results demonstrated a"seesaw effect"of rewarding on the quantity and quality of WOM.Specifically,rewarding increased the WOM quantity while reducing the quality of WOM in the meantime.Study 1 further showed that rewarding manifested the role of market norm rather than social norm followed by consumers engaging in WOM.Experiments 2 further found that increasing incentives,which intensified the market norm,can only solve the quantityquality conflict when there was a quality requirement.Without the quality control,higher incentives only enhanced WOM quantity and value,but not WOM quality.Experiments 3 aimed to figure out a more effective and economic alternative for rewarding WOM.Results suggested that a request from employees,by emphasizing the social norm,successfully enhanced the quantity,value,and quality of consumer WOM.By investigating eWOM from a more comprehensive perspective as well as highlighting the important roles of market and social norm,these findings contribute to research on consumer WOM behaviors while also providing practical suggestions to marketers for effective WOM management.
引文
[1]Biyalogorsky E,Gerstner E,Libai B.Customer referral management:Optimal reward programs[J].Marketing Science,2001,20(1):82-95.
[2]Li L I,Xiao E.Money talks:Rebate mechanisms in reputation system design[J].Management Science,2014,60(8):2054-2072.
[3]Li L.Reputation,trust,and rebates:How online auction markets can improve their feedback mechanisms[J].Journal of Economics&Management Strategy,2010,19(2):303-331.
[4]Heyman J,Ariely D.Effort for payment:A tale of two markets.[J].Psychological Science,2004,15(11):787-793.
[5]Senecal S,Nantel J.The influence of online product recommendations on consumers’online choices[J].Journal of Retailing,2004,80(2):159-169.
[6]Bruyn A D,Lilien G L.A multi-stage model of word-of-mouth influence through viral marketing[J].International Journal of Research in Marketing,2008,25(3):151-163.
[7]Chevalier J A,Mayzlin D.The effect of word of mouth on sales:Online book reviews[J].Jounal of Marketing Research,2006,43(3):345-354.
[8]Liu Y.Word of mouth for movies:Its dynamics and impact on box office revenue[J].Journal of Marketing,2006,70(3):74-89.
[9]Ye Q,Law R,Gu B,et al.The influence of user-generated content on traveler behavior:An empirical investigation on the effects of e-word-of-mouth to hotel online bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[10]Pang Lu,Li Junyi.The impact of electronic word-of-mouth on the online page view of restaurants[J].Tourism Tribune,2014,29(1):111-118.[庞璐,李君轶.电子口碑对餐厅在线浏览量影响研究[J].旅游学刊,2014,29(1):111-118.]
[11]LüXingyang,Qiu Wei,Liu Xiangyang.The effects of tourist heterogeneity on destination performance[J].Tourism Tribune,2016,31(9):72-79.[吕兴洋,邱玮,刘祥艳.旅游者异质性对目的地绩效的影响研究[J].旅游学刊,2016,31(9):72-79.]
[12]Gong Shiyang,Liu Xia,Liu Yang,et al.Does online word-ofmouth determine product’s fate:An empirical analysis of online book reviews[J].Nankai Business Review,2012,15(4):118-128.[龚诗阳,刘霞,刘洋,等.网络口碑决定产品命运吗--对线上图书评论的实证分析[J].南开管理评论,2012,15(4):118-128.]
[13]Wangenheim F V,Bayón T.The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition[J].Journal of the Academy of Marketing Science,2007,35(2):233-249.
[14]Yu Chunling,Wang Xia,Bao Huhe.Referral reward programs:The influence of word of mouth on recipients’attitude and purchase intention[J].Nankai Business Review,2011,14(4):59-68.[于春玲,王霞,包呼和.奖励推荐计划口碑对接收者的影响[J].南开管理评论,2011,14(4):59-68.]
[15]Schmitt P,Skiera B,Bulte C V D.Referral programs and customer value[J].Journal of Marketing,2011,75(1):46-59.
[16]Li X,Hitt L M.Self selection and information role of online product reviews[J].Information Systems Research,2008,19(4):456-474.
[17]Mayzlin D.Promotional chat on the Internet[J].Marketing Science,2006,25(2):155-163.
[18]Cabral L,Li L.A dollar for your thoughts:Feedback-conditional rebates on e Bay[J].Management Science,2015,61(9):2052-2063.
[19]Zheng Chundong,Han Qing,Wang Han.How do paid posters’comments affect your purchase intention[J].Nankai Business Review,2015,18(1):89-97.[郑春东,韩晴,王寒.网络水军言论如何左右你的购买意愿[J].南开管理评论,2015,18(1):89-97.]
[20]Cui Geng,Zhuang Mengzhou,Peng Ling.What if consumers view online product reviews as intentional manipulation?[J].Journal of Marketing Science,2014,10(1):21-34.[崔耕,庄梦舟,彭玲.莫让网评变为“罔评”:故意操纵网络产品评论对消费者的影响[J].营销科学学报,2014,10(1):21-34.]
[21]Ferroli P,Acerbi F,Finocchiaro G.When the alteration of information is viewed as deception:An empirical test of information manipulation theory[J].Communication Monographs,1992,59(1):17-29.
[22]McCornack S,Levine G.When lies are uncovered:Emotional and relational outcomes of discovered deception[J].Communication Monographs,1990,57(2):119-138.
[23]Ryu G,Feick L.A penny for your thoughts:Referral reward programs and referral likelihood[J].Journal of Marketing,2013,71(1):84-94.
[24]Lacetera N,Macis M.Do all material incentives for pro-social activities backfire?The response to cash and non-cash incentives for blood donations[J].Journal of Economic Psychology,2010,31(4):738-748.
[25]Zhu Yimin.The influences of reward size and required referral effort on consumer online referral likelihood[J].Soft Science,2013,27(10):10-15.[朱翊敏.奖励额度和努力程度对网络推荐意愿的影响--关系强度的调节作用[J].软科学,2013,27(10):10-15.]
[26]Zhu Yimin.Hedonic or utilitarian:The influences of product type and reward type on consumer referral likelihood[J].Journal of Marketing Science,2014,10(2):15-28.[朱翊敏.享乐还是实用:产品类型与奖励类型对消费者推荐意愿的影响[J].营销科学学报,2014,10(2):15-28.]
[27]Hicks A,Comp S,Horovitz J,et al.Why people use Yelp.com:An exploration of uses and gratifications[J].Computers in Human Behavior,2012,28(6):2274-2279.
[28]Li Tingting,Li Yanjun.How dose the cashback for favourable comment impact on consumer online review?The mediation effect of double-entry mental accounting[J].Journal of Marketing Science,2016,12(1):133-152.[李婷婷,李艳军.“好评返现”如何影响消费者在线评论?--双通道心理账户的中介作用[J].营销科学学报,2016,12(1):133-152.]
[29]Yin Guopeng.What kind of online review is more useful?The effects of social factors[J].Management World,2012,(12):115-124.[殷国鹏.消费者认为怎样的在线评论更有用?--社会性因素的影响效应[J].管理世界,2012,(12):115-124.]
[30]Park D H,Lee J,Han I.The effect of on-line consumer reviews on consumer purchasing intention:The moderating role of involvement[J].International Journal of Electronic Commerce,2014,11(4):125-148.
[31]Mcalexander J H,Kim S K,Roberts S D.Loyalty:The influences of satisfaction and brand community integration[J].Journal of Marketing Theory&Practice,2015,11(Fall):1-11.
[32]Frenzen J,Nakamoto K.Structure,cooperation,and the flow of market information[J].Journal of Consumer Research,1993,20(3):360-75.
[33]Hennig-Thurau T,Gwinner K P,Walsh G,et al.Electronic wordof-mouth via consumer-opinion platforms:What motivates consumers to articulate themselves on the Internet?[J].Journal of Interactive Marketing,2004,18(1):38-52.
[34]Ariely D.Predictably Irrational[M].New York:HarperCollins US,2008:55-68.
[35]Li Huifan,Fan Xiucheng,Cao Huarui,et al.The influencing mechanism of referral reward program on referral behavior:From the perspective of conflicts between social norm and market norm[J].Advances in Psychological Science,2015,23(1):11-21.[李惠璠,范秀成,曹花蕊,等.市场规范与社会规范冲突视角下的奖励推荐计划作用机制[J].心理科学进展,2015,23(1):11-21.]
[36]Gneezy U,Rustichini A.A fine is a price[J].The Journal of Legal Studies,2000,29(1):1-17.
[37]Gneezy U,Rustichini A.Pay enough or don.t pay at all[J].The Quarterly Journal of Economics,2000,115(3):791-810.
[38]Dan A,Bracha A,Meier S.Doing good or doing well?Image motivation and monetary incentives in behaving prosocially[J].American Economic Review,2009,99(1):544-555.
[39]Clark M S,Mils J.The difference between communal and exchange relationships:What it is and is not[J].Personality&Social Psychology Bulletin,1993,19(6):684-691.
[40]Huang Jing,Wu Hongyu,Yao Qi.The impact of reward type on customers.willingness to recommend[J].Wuhan University Journal:Philosophy&Social Science Edition,2013,66(3):96-100.[黄静,吴宏宇,姚琦.奖励类型对顾客推荐意愿之影响研究[J].武汉大学学报:哲学社会科学版,2013,66(3):96-100.]
[41]Aggarwal P.The effects of brand relationship norms on consumer attitudes and behavior[J].Journal of Consumer Research,2004,31(1):1-16.
[42]Huang Minxue,Lei Lei,Zhu Huawei.Money or romance:How should companies lead consumers in we-media sharing?[J].Acta Psychologica Sinica,2016,48(2):211-220.[黄敏学,雷蕾,朱华伟.谈钱还是谈情:企业如何引导消费者分享自媒体营销[J].心理学报,2016,48(2):211-220.]
[43]Wei Xia,Tu Ping,Tu Rongting.Understanding the effect of reward price ambiguity on consumer loyalty intentions[J].?Journal of Marketing Science,2014,10(3):85-98.[韦夏,涂平,涂荣庭.回馈如何强化关系?--价格模糊性和关系类型对顾客忠诚意愿的影响[J].营销科学学报,2014,10(3):85-98.]
[44]Groth M.Customers as good soldiers:Examining citizenship behaviors in internet service deliveries[J].Journal of Management,2005,31(1):7-27.
[45]Kou M,Kuhbandner C.Money enhances memory consolidation:But only for boring material[J].Cognition,2011,119(1):120-124.
[46]Ge Yan,Qin Yulin.The boundaries of good deeds:Public good choices in conflicts between social norms and market norms:Astudy of students from Shanghai Jiao tong University[J].Social Science in China,2012,(8):72-88,204.[葛岩,秦裕林.善行的边界:社会与市场规范冲突中的公益选择--基于上海交通大学学生的研究[J].中国社会科学,2012,(8):72-88,204.
[47]Fiske A P.The four elementary forms of sociality:Framework for a unified theory of social relations[J].Psychological Review,1992,99(4):689-723.
[48]Fu Xinyuan,Lu Zhiyuan,Kou Yu.Effects of a stranger’s presence and behavior on moral hypocrisy[J].Acta Psychologica Sinica,2015,47(8):1058-1066.[傅鑫媛,陆智远,寇彧.陌生他人在场及其行为对个体道德伪善的影响[J].心理学报,2015,47(8):1058-1066.]
(1)奖励口碑只要求发表口碑即可获得奖励,而不是必须发表好评才能获得奖励。因而奖励口碑比奖励好评的范围更广。
(1)A2组奖励口碑字数要求的设置参考了该店大众点评网已有口碑的平均字数,详见下文2.4部分。
(2)Clark与Mils从关系范式角度依据是否期待获得利益将人际关系划分为共有关系与交易关系,之后Aggarwal证明这一关系范式分类方式同样适用于顾客与企业或品牌之间的关系,并且直接决定着顾客的行为规范。详见参考文献[39]和[40]。
(1)注:由于口碑发生与否为0、1逻辑变量,故文中口碑量的组间检验均采用卡方检验。
[2]Li L I,Xiao E.Money talks:Rebate mechanisms in reputation system design[J].Management Science,2014,60(8):2054-2072.
[3]Li L.Reputation,trust,and rebates:How online auction markets can improve their feedback mechanisms[J].Journal of Economics&Management Strategy,2010,19(2):303-331.
[4]Heyman J,Ariely D.Effort for payment:A tale of two markets.[J].Psychological Science,2004,15(11):787-793.
[5]Senecal S,Nantel J.The influence of online product recommendations on consumers’online choices[J].Journal of Retailing,2004,80(2):159-169.
[6]Bruyn A D,Lilien G L.A multi-stage model of word-of-mouth influence through viral marketing[J].International Journal of Research in Marketing,2008,25(3):151-163.
[7]Chevalier J A,Mayzlin D.The effect of word of mouth on sales:Online book reviews[J].Jounal of Marketing Research,2006,43(3):345-354.
[8]Liu Y.Word of mouth for movies:Its dynamics and impact on box office revenue[J].Journal of Marketing,2006,70(3):74-89.
[9]Ye Q,Law R,Gu B,et al.The influence of user-generated content on traveler behavior:An empirical investigation on the effects of e-word-of-mouth to hotel online bookings[J].Computers in Human Behavior,2011,27(2):634-639.
[10]Pang Lu,Li Junyi.The impact of electronic word-of-mouth on the online page view of restaurants[J].Tourism Tribune,2014,29(1):111-118.[庞璐,李君轶.电子口碑对餐厅在线浏览量影响研究[J].旅游学刊,2014,29(1):111-118.]
[11]LüXingyang,Qiu Wei,Liu Xiangyang.The effects of tourist heterogeneity on destination performance[J].Tourism Tribune,2016,31(9):72-79.[吕兴洋,邱玮,刘祥艳.旅游者异质性对目的地绩效的影响研究[J].旅游学刊,2016,31(9):72-79.]
[12]Gong Shiyang,Liu Xia,Liu Yang,et al.Does online word-ofmouth determine product’s fate:An empirical analysis of online book reviews[J].Nankai Business Review,2012,15(4):118-128.[龚诗阳,刘霞,刘洋,等.网络口碑决定产品命运吗--对线上图书评论的实证分析[J].南开管理评论,2012,15(4):118-128.]
[13]Wangenheim F V,Bayón T.The chain from customer satisfaction via word-of-mouth referrals to new customer acquisition[J].Journal of the Academy of Marketing Science,2007,35(2):233-249.
[14]Yu Chunling,Wang Xia,Bao Huhe.Referral reward programs:The influence of word of mouth on recipients’attitude and purchase intention[J].Nankai Business Review,2011,14(4):59-68.[于春玲,王霞,包呼和.奖励推荐计划口碑对接收者的影响[J].南开管理评论,2011,14(4):59-68.]
[15]Schmitt P,Skiera B,Bulte C V D.Referral programs and customer value[J].Journal of Marketing,2011,75(1):46-59.
[16]Li X,Hitt L M.Self selection and information role of online product reviews[J].Information Systems Research,2008,19(4):456-474.
[17]Mayzlin D.Promotional chat on the Internet[J].Marketing Science,2006,25(2):155-163.
[18]Cabral L,Li L.A dollar for your thoughts:Feedback-conditional rebates on e Bay[J].Management Science,2015,61(9):2052-2063.
[19]Zheng Chundong,Han Qing,Wang Han.How do paid posters’comments affect your purchase intention[J].Nankai Business Review,2015,18(1):89-97.[郑春东,韩晴,王寒.网络水军言论如何左右你的购买意愿[J].南开管理评论,2015,18(1):89-97.]
[20]Cui Geng,Zhuang Mengzhou,Peng Ling.What if consumers view online product reviews as intentional manipulation?[J].Journal of Marketing Science,2014,10(1):21-34.[崔耕,庄梦舟,彭玲.莫让网评变为“罔评”:故意操纵网络产品评论对消费者的影响[J].营销科学学报,2014,10(1):21-34.]
[21]Ferroli P,Acerbi F,Finocchiaro G.When the alteration of information is viewed as deception:An empirical test of information manipulation theory[J].Communication Monographs,1992,59(1):17-29.
[22]McCornack S,Levine G.When lies are uncovered:Emotional and relational outcomes of discovered deception[J].Communication Monographs,1990,57(2):119-138.
[23]Ryu G,Feick L.A penny for your thoughts:Referral reward programs and referral likelihood[J].Journal of Marketing,2013,71(1):84-94.
[24]Lacetera N,Macis M.Do all material incentives for pro-social activities backfire?The response to cash and non-cash incentives for blood donations[J].Journal of Economic Psychology,2010,31(4):738-748.
[25]Zhu Yimin.The influences of reward size and required referral effort on consumer online referral likelihood[J].Soft Science,2013,27(10):10-15.[朱翊敏.奖励额度和努力程度对网络推荐意愿的影响--关系强度的调节作用[J].软科学,2013,27(10):10-15.]
[26]Zhu Yimin.Hedonic or utilitarian:The influences of product type and reward type on consumer referral likelihood[J].Journal of Marketing Science,2014,10(2):15-28.[朱翊敏.享乐还是实用:产品类型与奖励类型对消费者推荐意愿的影响[J].营销科学学报,2014,10(2):15-28.]
[27]Hicks A,Comp S,Horovitz J,et al.Why people use Yelp.com:An exploration of uses and gratifications[J].Computers in Human Behavior,2012,28(6):2274-2279.
[28]Li Tingting,Li Yanjun.How dose the cashback for favourable comment impact on consumer online review?The mediation effect of double-entry mental accounting[J].Journal of Marketing Science,2016,12(1):133-152.[李婷婷,李艳军.“好评返现”如何影响消费者在线评论?--双通道心理账户的中介作用[J].营销科学学报,2016,12(1):133-152.]
[29]Yin Guopeng.What kind of online review is more useful?The effects of social factors[J].Management World,2012,(12):115-124.[殷国鹏.消费者认为怎样的在线评论更有用?--社会性因素的影响效应[J].管理世界,2012,(12):115-124.]
[30]Park D H,Lee J,Han I.The effect of on-line consumer reviews on consumer purchasing intention:The moderating role of involvement[J].International Journal of Electronic Commerce,2014,11(4):125-148.
[31]Mcalexander J H,Kim S K,Roberts S D.Loyalty:The influences of satisfaction and brand community integration[J].Journal of Marketing Theory&Practice,2015,11(Fall):1-11.
[32]Frenzen J,Nakamoto K.Structure,cooperation,and the flow of market information[J].Journal of Consumer Research,1993,20(3):360-75.
[33]Hennig-Thurau T,Gwinner K P,Walsh G,et al.Electronic wordof-mouth via consumer-opinion platforms:What motivates consumers to articulate themselves on the Internet?[J].Journal of Interactive Marketing,2004,18(1):38-52.
[34]Ariely D.Predictably Irrational[M].New York:HarperCollins US,2008:55-68.
[35]Li Huifan,Fan Xiucheng,Cao Huarui,et al.The influencing mechanism of referral reward program on referral behavior:From the perspective of conflicts between social norm and market norm[J].Advances in Psychological Science,2015,23(1):11-21.[李惠璠,范秀成,曹花蕊,等.市场规范与社会规范冲突视角下的奖励推荐计划作用机制[J].心理科学进展,2015,23(1):11-21.]
[36]Gneezy U,Rustichini A.A fine is a price[J].The Journal of Legal Studies,2000,29(1):1-17.
[37]Gneezy U,Rustichini A.Pay enough or don.t pay at all[J].The Quarterly Journal of Economics,2000,115(3):791-810.
[38]Dan A,Bracha A,Meier S.Doing good or doing well?Image motivation and monetary incentives in behaving prosocially[J].American Economic Review,2009,99(1):544-555.
[39]Clark M S,Mils J.The difference between communal and exchange relationships:What it is and is not[J].Personality&Social Psychology Bulletin,1993,19(6):684-691.
[40]Huang Jing,Wu Hongyu,Yao Qi.The impact of reward type on customers.willingness to recommend[J].Wuhan University Journal:Philosophy&Social Science Edition,2013,66(3):96-100.[黄静,吴宏宇,姚琦.奖励类型对顾客推荐意愿之影响研究[J].武汉大学学报:哲学社会科学版,2013,66(3):96-100.]
[41]Aggarwal P.The effects of brand relationship norms on consumer attitudes and behavior[J].Journal of Consumer Research,2004,31(1):1-16.
[42]Huang Minxue,Lei Lei,Zhu Huawei.Money or romance:How should companies lead consumers in we-media sharing?[J].Acta Psychologica Sinica,2016,48(2):211-220.[黄敏学,雷蕾,朱华伟.谈钱还是谈情:企业如何引导消费者分享自媒体营销[J].心理学报,2016,48(2):211-220.]
[43]Wei Xia,Tu Ping,Tu Rongting.Understanding the effect of reward price ambiguity on consumer loyalty intentions[J].?Journal of Marketing Science,2014,10(3):85-98.[韦夏,涂平,涂荣庭.回馈如何强化关系?--价格模糊性和关系类型对顾客忠诚意愿的影响[J].营销科学学报,2014,10(3):85-98.]
[44]Groth M.Customers as good soldiers:Examining citizenship behaviors in internet service deliveries[J].Journal of Management,2005,31(1):7-27.
[45]Kou M,Kuhbandner C.Money enhances memory consolidation:But only for boring material[J].Cognition,2011,119(1):120-124.
[46]Ge Yan,Qin Yulin.The boundaries of good deeds:Public good choices in conflicts between social norms and market norms:Astudy of students from Shanghai Jiao tong University[J].Social Science in China,2012,(8):72-88,204.[葛岩,秦裕林.善行的边界:社会与市场规范冲突中的公益选择--基于上海交通大学学生的研究[J].中国社会科学,2012,(8):72-88,204.
[47]Fiske A P.The four elementary forms of sociality:Framework for a unified theory of social relations[J].Psychological Review,1992,99(4):689-723.
[48]Fu Xinyuan,Lu Zhiyuan,Kou Yu.Effects of a stranger’s presence and behavior on moral hypocrisy[J].Acta Psychologica Sinica,2015,47(8):1058-1066.[傅鑫媛,陆智远,寇彧.陌生他人在场及其行为对个体道德伪善的影响[J].心理学报,2015,47(8):1058-1066.]
(1)奖励口碑只要求发表口碑即可获得奖励,而不是必须发表好评才能获得奖励。因而奖励口碑比奖励好评的范围更广。
(1)A2组奖励口碑字数要求的设置参考了该店大众点评网已有口碑的平均字数,详见下文2.4部分。
(2)Clark与Mils从关系范式角度依据是否期待获得利益将人际关系划分为共有关系与交易关系,之后Aggarwal证明这一关系范式分类方式同样适用于顾客与企业或品牌之间的关系,并且直接决定着顾客的行为规范。详见参考文献[39]和[40]。
(1)注:由于口碑发生与否为0、1逻辑变量,故文中口碑量的组间检验均采用卡方检验。