【摘要】：推介激勵機制是時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一的特點而對好友推介的成功率起到了決定性的影響。將推介的回應者選定為男性或女性,引入推介雙方行為方式的性別差異,以實驗的方法探討不同性別的推介發(fā)起者以及回應者的行為模式。結(jié)果發(fā)現(xiàn),男性發(fā)起者的出價偏離五五分成的程度高于女性發(fā)起者,男性回應者面對女性發(fā)起者的采納率高于男性發(fā)起者。女性發(fā)起者和回應者對推介獎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者發(fā)送推介,女性回應者傾向于接受女性發(fā)起者的推介。最后,對推介雙方性別差異對成功的好友推介激勵機制的啟示進行了討論。
[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】： 西安交通大學管理學院;中國人民大學商學院;
【基金】：國家自然科學基金資助項目(71331007)
【分類號】：F713.36;F224

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