顾客创新对口碑推荐行为的影响机理研究：以社会交换理论为视角

With the development of social media, word-of-mouth shows a more powerful force. How to obtain customers’ referrals is now raising more and more concerns among practitioners and scholars. Nowadays, along with more and more customers participating in the innovation of product or service, enterprises should look for the sources of word-of-mouth from the perspective of customer innovation. The existing researches of customer referral behavior mainly aim at the regular customers, rarely consider innovative customers as research objects and probe into the influences of customer innovation on the referral behavior. Based on the perspective of social exchange theory, and comprehensively considering the compensation of exteriority and the compensation of internality, the project explores the influence mechanism of customer innovation on the referral behavior. First of all, the project focuses on the subsequent behavior research of customer innovation from the customer psychological and enterprise incentive level, to fully excavate the value of the subsequent behavior. Secondly, the project innovatively introduces two paths: corporate affiliation and community affiliation, to investigate the psychological process from customer innovation to referral behavior. Thirdly, the project changes the former idea of separate research on the spontaneous word-of-mouth and the economic incentives, and explores the moderation of economic incentives to innovative customers’ spontaneous word-of-mouth. Finally, the project builds customer referral incentive model, and designs reasonable incentive mechanism. The achievement will help to develop the existing word-of-mouth research and make more effective guidance to the enterprise practice.

社会化媒体的发展使得顾客口碑显示出其更为强大的力量，如何获取顾客口碑推荐正日益得到理论界和实业界的关注。针对当前顾客参与产品或服务创新的现象日益普遍，企业应该从顾客创新视角来寻找顾客口碑来源。现有口碑推荐行为研究主要是针对普通顾客，很少以创新顾客为研究对象去探讨顾客创新对口碑推荐行为的影响。本课题基于社会交换理论视角，综合考虑外在性报酬和内在性报酬，探索顾客创新对口碑推荐行为的影响机理。首先，从顾客心理层面、企业激励层面出发，聚焦顾客创新后续行为研究，充分挖掘顾客创新后续行为的价值；其次，创新性地引入企业归属和社区归属两条路径，探讨顾客创新到口碑推荐行为的心理变化过程；第三，改变以往自发口碑和经济激励分开研究的思路，探索经济激励对创新顾客自发口碑的调节作用；最后，构建创新顾客口碑激励模型，设计合理的激励机制。本课题的研究成果将有助于拓展现有口碑研究领域，对企业实践作出更有效的指引。

本项目立足于企业重视与顾客互动共创价值的现实情境和发展趋势，针对顾客创新后将产生何种情感、行为反应以及如何实现口碑推荐的问题，基于社会交换理论视角，探讨顾客创新对口碑推荐行为的影响过程，经济激励对顾客自发口碑行为的调节影响效应，以及如何针对创新顾客的特点设计口碑推荐行为激励机制。.研究结果表明：（1）创新顾客的心理所有权通过影响信任、情感性承诺、满意影响口碑推荐行为，并且顾客的性别会在该影响效应间产生调节作用；顾客心理授权会通过影响顾客承诺进而影响口碑推荐行为，在线品牌社区的类型会在顾客心理授权与顾客承诺的关系间发挥调节作用；顾客心理依附对口碑推荐意愿产生积极影响，且社区心理依附比品牌心理依附对口碑推荐社区的影响更强烈，品牌心理依附比社区心理依附对口碑推荐品牌的影响更强烈。（2）奖励推荐计划中的奖励额度和奖励类型都会影响创新顾客的后续口碑推荐意愿。此外，创新顾客的创新自我效能感会调节奖励计划与后续口碑推荐意愿的关系。创新自我效能感较低的顾客，奖励额度对其后续口碑推荐意愿有显著的刺激作用，但当顾客的创新自我效能感较高时，这种效应不显著。在奖励类型上，当顾客具有较高（相比较低）创新自我效能感时，礼品奖励对其后续口碑推荐意愿的正向影响更大，而现金奖励对创新自我效能感较低（相比较高）的顾客更为显著。（3）创新顾客的口碑推荐奖励成本低于普通顾客的口碑推荐奖励成本；创新顾客在向被推荐者推荐产品或服务时，当关系强度疏远的被推荐者占比较大时，企业需为创新顾客的推荐行为设置奖励；当关系强度疏远的被推荐者占比较小时，企业可不设置奖励；当企业设立推荐奖励计划，如何激发创新顾客的推荐行为取决于最优推荐奖励额度、创新贡献率和关系强度之间的关系。