|Table of Contents|

[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]

Impact of social relationship on firms’ sharing reward program()

Journal of Southeast University (English Edition)[ISSN:1003-7985/CN:32-1325/N]

2018 4
Research Field:
Economy and Management
Publishing date:


Impact of social relationship on firms’ sharing reward program
Wei Wei Mei Shu’e Zhong Weijun
School of Economics and Management, Southeast University, Nanjing 211189, China
social relationship sharing reward program incentive strategy social commerce
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.


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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.
Last Update: 2018-12-20