The Influence Of Uncertain Reward On User’s Intention To Share Marketing Information

The development of mobile Internet urges enterprises to vigorously implement recommendation reward plans,one of which is that after users share information,they need to be supported by likes and assistance,etc.Therefore,only by giving attractive rewards can users be encouraged to participate more,which may lead to large marketing costs.In recent years,more and more enterprises use uncertain rewards,because rewards are uncertain,which can control costs to a certain extent.Throughout the existing research findings,few studies have focused on uncertain rewards and their incentive effects.Based on this,this paper will focus on the impact of uncertain rewards on users’ intention to share marketing information,aiming to fill the gap in relevant research and give enterprises practical guidance.Firstly,the uncertain reward(reward form: M or N)is compared with the definite reward to explore the influence of the uncertain reward on the intention to share marketing information.Then,we explored the differential influence of the uncertainty degree of reward(high uncertainty reward: M--N,low uncertainty reward: M or N)on the intention to share,and introduced optimistic estimation as a mediating variable and perceptual control as a moderating variable to establish a research model.Three experiments were designed in this paper,and the following conclusions were drawn:(1)Compared with low definite reward,uncertain reward(reward form: M or N)can stimulate individuals’ intention to share marketing information more,and the incentive effect is not significantly different from that of high definite reward.(2)Compared with the high uncertainty reward,the low uncertainty reward makes consumers have higher optimistic estimation and stronger willingness to share.(3)When the perceptual control was low,the high uncertainty reward produced lower optimistic estimation than the low uncertainty reward;However,when the perceptual control is high,consumers’ optimistic estimation and willingness to share will increase correspondingly under the condition of high uncertainty reward.This paper expands the study of uncertainty theoretically,and explains it from the perspective of optimistic bias theory,which is helpful to understand the positive uncertainty.On the practical level,it provides some practical enlightenment for enterprises to apply uncertain rewards.