【摘要】：推介激勵(lì)機(jī)制是時(shí)下在線商家拓展客戶資源的一種有效方式。推介雙方的性別差異因其一對(duì)一的特點(diǎn)而對(duì)好友推介的成功率起到了決定性的影響。將推介的回應(yīng)者選定為男性或女性,引入推介雙方行為方式的性別差異,以實(shí)驗(yàn)的方法探討不同性別的推介發(fā)起者以及回應(yīng)者的行為模式。結(jié)果發(fā)現(xiàn),男性發(fā)起者的出價(jià)偏離五五分成的程度高于女性發(fā)起者,男性回應(yīng)者面對(duì)女性發(fā)起者的采納率高于男性發(fā)起者。女性發(fā)起者和回應(yīng)者對(duì)推介獎(jiǎng)金分配方式的公平性較為敏感。女性發(fā)起者傾向于向女性回應(yīng)者發(fā)送推介,女性回應(yīng)者傾向于接受女性發(fā)起者的推介。最后,對(duì)推介雙方性別差異對(duì)成功的好友推介激勵(lì)機(jī)制的啟示進(jìn)行了討論。
[Abstract]:Promotion incentive mechanism is an effective way for online merchants to expand customer resources. Gender differences play a decisive role in the success rate of good friend referrals due to their one-on-one characteristics. The respondents were selected as male or female, and the gender differences between the two sides were introduced, and the behavior patterns of promoters and responders of different genders were explored by means of experiments. The results showed that the bids of male promoters were higher than that of female promoters, and the acceptance rate of male respondents to female promoters was higher than that of male promoters. Female promoters and responders are more sensitive to the fairness of the way of promoting bonus allocation. Female promoters tend to send referrals to female responders, and female responders tend to accept referrals from female promoters. Finally, the inspiration of gender differences to the promotion incentive mechanism of successful friends is discussed.
【作者單位】： 西安交通大學(xué)管理學(xué)院;中國(guó)人民大學(xué)商學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71331007)
【分類號(hào)】：F713.36;F224

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 薛偉玲;陸杰華;;基于性別差異的老年日常健康照料成本研究[J];中央財(cái)經(jīng)大學(xué)學(xué)報(bào);2012年04期

2 黃敬寶;;本科畢業(yè)生就業(yè)的性別差異——基于2013年北京18所高校調(diào)查[J];中國(guó)統(tǒng)計(jì);2014年04期

3 邱sサ，

本文編號(hào)：2418040