ABSTRACT

Previous research demonstrated the effectiveness of referral programs in boosting firm performance. However, referrers’ evaluations of such programs are under-examined. This study fills this gap by conducting two studies. Study 1 finds that psychological closeness between a referrer and a referee enhance the referrer’s evaluation of the program. Study 2 reveals that the relationship between such psychological closeness and the referrer’s evaluation is contingent on referral reward type (material vs. experiential). This study advances previous research in referral marketing by drawing on the experience recommendation theory and construal level theory. Referral marketing managers shall note that encouraging existing customers to refer their close others is particularly effective when referral messages highlight material rewards, instead of experiential rewards.

摘要

先前的研究证明了推荐计划在提高公司绩效方面的有效性。然而，推荐人对此类计划的评估未得到充分检验。本研究通过进行两项研究填补了这一空白。研究 1 发现，推荐人和推荐人之间的心理亲近增强了推荐人对项目的评价。研究 2 表明，这种心理亲密度与推荐人评价之间的关系取决于推荐奖励类型（物质与经验）。本研究借鉴经验推荐理论和解释水平理论，推进了以往在推荐营销方面的研究。推荐营销经理应注意，当推荐信息突出物质奖励时，鼓励现有客户推荐他们的亲密他人特别有效，