Research On The Relations Of Customer Innovation,Referral Reward Program And Referral Intention

In the user-oriented marketing 3.0 era,the vigorous development of social media makes the customer's word-of-mouth is more likely to be received and delivered.Customer reputation is not only more reliable than the traditional way of marketing by consumers,but also to guide consumer behavior and willingness.With the continuous development of electronic information technology and customer participation experience marketing,more and more firms take advantage of the process that customers online participation(e.g.product design)to implement product innovation,and make word-of-mouth in virtue of these customers.Theoretical research and practical experience shows that customer innovation helps to promote the spread of word of mouth based on customers' self-experience.However,there are not many scholars who pay more attention to which positive psychological may change after customer innovation and how firms should do to improve the process of innovation according the changes.In order to better stimulate the customer's referral,firms combine the active management of word-of-mouth with the passive management of word-of-mouth,will take the initiative to manage the word of mouth and passive management of word of mouth,the incentive plan is recommended to be applied to customer innovation.Referral reward program is applied to customer innovation.However,there has been an inconsistent understanding about the relationship between the referral reward program and referral intention.It is an open question whether the combination of the referral reward program and the customer's spontaneous word of mouth can really stimulate more recommendation.Therefore,in order to explore the relationship between customer innovation,referral reward program and referral intention,and take more comprehensive understanding of the formation path of innovative customer's referral intention,the paper based on social exchange theory,analysis of how the psychological changes after customer innovation effects referral intention from the internal reward level,analysis of the effect of referral reward program on referral intention from external reward level.On this basis,the paper further discuss theinteraction between intrinsic and extrinsic rewards.On the basis of theoretical analysis and practical experience,this study constructs a relationship model between customer innovation,referral reward program,and referral intention.On this basis,9 research hypotheses are put forward.According to the established model and research hypothesis,two field experiments and questionnaire are carried out in this study to collect data.SPSS 17.0 and other software are used to analyze the data and regression analysis,variance analysis and other methods to verify the model and research assumptions.The results show that customer innovation has significant positive influence on referral intention;customer creative self-efficacy plays a mediating role between customer innovation and referral intention;The positive effect of the reward amount on customer's referral intention have boundary conditions;Compared with cash rewards,gift rewards have a more positive impact,but this positive impact also has a boundary condition,depending on the innovative customer's creative self-efficacy.The results of this study explain the inconsistent results of the previous study,that is,when the reward amount and reward type can play a more role depends on the referrer's psychological factors.Finally,according to the research results,the paper puts forward the corresponding management suggestions and future research prospects.