探索客户推荐计划中提交设备对客户推荐创建和接收者反应的影响

IF 4.4 3区 管理学 Q2 BUSINESS Journal of Consumer Behaviour Pub Date : 2024-08-26 DOI:10.1002/cb.2397
Lukas Wolf, Lisa‐Marie Klopfer, Martina Steul‐Fischer, Maximilian Reinsperger
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引用次数: 0

摘要

客户推荐计划(CRP)被认为是一种有效的客户获取方式,企业通过这种方式刺激现有客户向潜在新客户推荐服务和产品。数字化和技术发展促使人们普遍使用智能手机或笔记本电脑等数字设备来创建和提交客户推荐。这是首次从发送者和接收者的角度研究提交设备在客户推荐计划中的影响。基于四项实验,我们证明了智能手机生成的推荐信息比笔记本电脑/个人电脑上生成的推荐信息更短,积极性更低。这些文本长度和积极性上的差异会对接收者的反应产生负面影响,从而导致购买意愿降低,这是因为推荐的感知有用性在这一关系中起到了中介作用。我们的研究结果强调了提交设备在在线推荐行为中的重要作用,并为越来越多的以设备为媒介的消费者行为研究做出了贡献,为优化 CRP 的推广和设计提供了至关重要的见解。
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Exploring the influence of submission devices on customer referral creation and receiver reactions in customer referral programs
Customer referral programs (CRPs) are considered an effective means of customer acquisition through which firms stimulate existing customers to refer services and products to potential new customers. Digitalization and technological developments have led to the common practice of using digital devices like smartphones or laptops to create and submit customer referrals. This is the first study to investigate the influence of submission devices in CRPs from both the sender's and receiver's perspective. Based on four experiments, we demonstrate that smartphone‐generated referrals are shorter and less positive than those composed on laptops/PCs. These differences in text length and valence negatively influence receiver responses, leading to lower purchase intentions due to the perceived usefulness of the referral mediating this relationship. Our findings underscore the important role of submission devices for online referral behavior and contribute to the growing body of research on device‐mediated consumer behavior, offering crucial insights to optimize the promotion and design of CRPs.
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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