CAJ | 학술논문

奖励推荐计划（referralrewardprogram，RRP）越来越成为企业获取新顾客和保留老顾客的有力武器，然而有关RRP对消费者推荐行为影响的研究却较为匮乏。从RRP引发社会规范与市场规范冲突的视角出发．以营销学、动机心理学、情绪心理学及行为经济学为基础，系统研究RRP对推荐行为的影响。具体内容包括：研究奖励框架与社会规范对消费者推荐动机的作用；探究情绪在动机一致性与推荐行为之间的中介作用；关注因果定向、自我意识及文化价值观等自我层面因素对以上过程的调节作用。将主要采用系列实验并结合神经营销学方法，力图彻底搞清现有研究中的争论话题和填补研究空白，这对从社会规范与市场规范相冲突的视角探讨以动机为主题的RRP研究具有重要的理论意义，同时对中外企业了解奖励对消费者推荐行为的影响机制以及设计合理有效的RRP具有显著的指导意义。
장려추천계화（referralrewardprogram，RRP）월래월성위기업획취신고객화보류로고객적유력무기，연이유관RRP대소비자추천행위영향적연구각교위궤핍。종RRP인발사회규범여시장규범충돌적시각출발．이영소학、동궤심이학、정서심이학급행위경제학위기출，계통연구RRP대추천행위적영향。구체내용포괄：연구장려광가여사회규범대소비자추천동궤적작용；탐구정서재동궤일치성여추천행위지간적중개작용；관주인과정향、자아의식급문화개치관등자아층면인소대이상과정적조절작용。장주요채용계렬실험병결합신경영소학방법，력도철저고청현유연구중적쟁론화제화전보연구공백，저대종사회규범여시장규범상충돌적시각탐토이동궤위주제적RRP연구구유중요적이론의의，동시대중외기업료해장려대소비자추천행위적영향궤제이급설계합리유효적RRP구유현저적지도의의。
Referral reward program （RRP） is becoming a powerful weapon of acquiring new customers and retaining old customers. However, the lack of research on RRP, especially with respect to the influences of RRP on consumer referral behavior, is contrary to the practices. Building upon work from marketing, psychology of motivation, psychology of emotion, and behavioral economics, a influencing mechanism model of RRP on referral behavior from the perspective of conflicts between social norm and market norm is presented. The study will be organized as follows. First, the effects of incentive schemes and social norm on the consumers＇ referral motivations will be explored. Second, the mediating role of emotion between the congruence of motivations and referral behavior will be investigated. Third, the moderating effects of causality orientation, self-awareness, and cultural values on the above relationships will be clarified. Following this line of reasoning, findings from these studies will provide important theoretical and practical implications.