{"title":"风险偏好在转介奖励计划中的作用","authors":"Tuo Wang, Chanho Song, Michael Y. Hu","doi":"10.1080/10696679.2023.2291709","DOIUrl":null,"url":null,"abstract":"This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"37 1","pages":""},"PeriodicalIF":4.4000,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The role of risk preference in referral reward programs\",\"authors\":\"Tuo Wang, Chanho Song, Michael Y. Hu\",\"doi\":\"10.1080/10696679.2023.2291709\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...\",\"PeriodicalId\":16424,\"journal\":{\"name\":\"Journal of Marketing Theory and Practice\",\"volume\":\"37 1\",\"pages\":\"\"},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Theory and Practice\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10696679.2023.2291709\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2023.2291709","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The role of risk preference in referral reward programs
This study explores the impacts of the referrer’s risk preference and reward size on the number of referrals and type of friends referred (i.e., tie strength). Risk preference (i.e., appetite for r...
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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