利用顾客之间的社会互动:推荐奖励与集体购买

IF 6.8 1区 管理学 Q1 BUSINESS Journal of Interactive Marketing Pub Date : 2022-09-08 DOI:10.1177/10949968221112624
Feihong Xia, Rabikar Chatterjee, R. Venkatesh
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引用次数: 0

摘要

在过去的十年里,发达市场和新兴市场的在线销售策略呈指数级增长,这些策略利用客户之间的社交互动,使卖家能够根据买家群体的规模提供折扣或奖励。本文将这些不同的策略分为两类——推荐奖励(如优步)和集体购买(如GroupGets)——以及相关的子类型。作者采用了一个分析模型,在该模型中,卖家面对的客户在知识和/或产品内在价值方面存在异质性。知情的客户可能会告知并提高其不太知情的同行对产品的估价。相对于现有的分析模型,该研究更丰富的行为模型和对更广阔战略空间的考虑,为特定战略何时以及如何优化提供了新的见解。推荐奖励和集体购买鼓励与知情度较低的潜在客户共享信息,通常优于个人销售策略(在这种策略下,卖家不会激励客户之间的信息共享),除非信息共享非常困难。作者对模型进行了改进和稳健性检查,并确定了明确的定性管理含义,这些含义可以帮助不同产品市场特征下的战略决策。最后,作者提出了未来的研究机会,以这篇文章为基础,增加新的理论见解和管理指导。
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Leveraging Social Interaction Among Customers: Referral Reward Versus Collective Buying
Over the past decade, the developed and emerging markets have witnessed an exponential growth in online selling strategies that leverage social interaction among customers and enable sellers to offer discounts or rewards on the basis of the size of the buyer pool. This article classifies these diverse strategies into two categories—referral reward (e.g., Uber) and collective buying (e.g., GroupGets)—with associated subtypes. The authors employ an analytical model in which the seller faces customers with heterogeneity in their knowledge and/or intrinsic valuation of a product. Informed customers may inform and increase their less-informed peers’ valuation of the product. The study's richer behavioral model and consideration of a broader strategy space, relative to the existing analytical models, provide new insights into when and how specific strategies are optimal. Referral reward and collective buying encourage information sharing with less-informed potential customers and are typically superior to the individual selling strategy (under which the seller does not incentivize information sharing among customers), except when information sharing is significantly difficult. The authors conduct model refinements and robustness checks and identify clear qualitative managerial implications that can aid strategic decisions under different product-market characteristics. The authors conclude by suggesting future research opportunities to build on this article and add new theoretical insights and managerial guidance.
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来源期刊
CiteScore
20.20
自引率
5.90%
发文量
39
期刊介绍: The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.
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