[1] Wei Wei, Mei Shue, Zhong Weijun,. Impact of social relationship on firms’ sharing reward program [J]. Journal of Southeast University (English Edition), 2018, 34 (4): 540-544. [doi:10.3969/j.issn.1003-7985.2018.04.018]
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Impact of social relationship on firms’ sharing reward program(
)
用户间社交关系对企业分享奖励策略的影响
)Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]
- Volumn:
- 34
- Issue:
- 2018 4
- Page:
- 540-544
- Research Field:
- Economy and Management
- Publishing date:
- 2018-12-20
Info
- Title:
- Impact of social relationship on firms’ sharing reward program
- 用户间社交关系对企业分享奖励策略的影响
- Author(s):
- Wei Wei; Mei Shu’e; Zhong Weijun
- School of Economics and Management, Southeast University, Nanjing 211189, China
- PACS:
- F272.3
- DOI:
- 10.3969/j.issn.1003-7985.2018.04.018
- Abstract:
- In order to make strategic decision on firms’ sharing reward program(SRP), a nested Stackelberg game is developed. The sharing behavior among users and the rewarding strategy of firms are modeled. The optimal sharing bonus is worked out and the impact of social relationships among customers is discussed. The results show that the higher the bonus, the more efforts the inductor is willing to make to persuade the inductee into buying. In addition, the firms should take the social relationship into consideration when setting the optimal sharing bonus. If the social relationship is weak, there is no need to adopt the SRP. Otherwise, there are two ways to reward the inductors. Also, the stronger the social relationship, the fewer the sharing bonuses that should be offered to the inductors, and the higher the expected profits. As a result, it is reasonable for the firms to implement SRPs on the social media where users are familiar with each other.
- 为了帮助企业进行分享奖励计划的战略决策, 建立了嵌套Stackelberg博弈.模型刻画了用户的分享行为以及企业的奖励策略, 同时计算出分享奖励计划的最优奖励金, 分析了用户间社交关系强度的影响.研究发现, 当奖励金越高时, 分享者会更加努力地说服朋友购买商品.同时, 企业在决策最优奖励金时应考虑用户间社交关系强度的影响.若社交关系强度较弱, 则没有必要采用分享奖励策略;反之, 企业有2种方式奖励分享者.此外, 社交关系强度越强, 企业给予分享者的奖励金越低, 而此时获得的期望收益越高.因此, 企业应该在用户之间相互比较熟悉的社交媒体平台开展分享奖励计划.
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Memo
- Memo:
-
Biographies: Wei Wei(1988—), male, graduate; Mei Shu’e(corresponding author), female, doctor, professor, meishue@seu.edu.cn.
Foundation items: The National Social Science Foundation of China(No.17BGL196), the Postgraduate Research & Practice Innovation Program of Jiangsu Province(No.KYLX15_0193).
Citation: Wei Wei, Mei Shu’e, Zhong Weijun.Impact of social relationship on firms’ sharing reward program[J].Journal of Southeast University(English Edition), 2018, 34(4):540-544.DOI:10.3969/j.issn.1003-7985.2018.04.018.