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本文探讨了推荐奖励计划中产品类型(享乐性产品和实用性产品)和奖励类型(享乐性赠品和实用性赠品)对消费者推荐意愿的影响。研究发现:(1)相对于实用性产品,享乐性产品推出奖励计划时推荐意愿更高;(2)享乐性产品推出奖励计划时,相比实用性赠品,奖励享乐性赠品会显著提高推荐意愿;(3)实用性产品推出奖励计划时,相比享乐性赠品,奖励实用性赠品会显著提高推荐意愿。最后,本文为企业制定推荐奖励计划提出了一些建议。
This article explores the impact of product types (hedonic and utilitarian) and reward types (hedonic and practical) on the recommendations of consumers in recommended rewards programs. The findings are as follows: (1) Compared with practical products, hedonic products have a higher recommended intention when introducing incentive programs; (2) When hedonic products introduce reward programs, rewards for hedonistic gifts will significantly increase their willingness to recommend ; (3) Practical Products When introducing incentive programs, rewards for practical gifts will significantly increase their willingness to recommend when compared to hedonistic gifts. Finally, this article made some suggestions for enterprises to formulate the recommended reward plan.