我校工商管理學(xué)院市場(chǎng)營銷系青年教師史楠撰寫的文章《On the Role of Fairness and Social Distance in Designing Effective Social Referral Systems》，以并列第一作者、通訊作者的身份被管理信息系統(tǒng)領(lǐng)域的國際頂級(jí)期刊《MIS Quarterly》收錄，發(fā)表在2017年9月的期刊上。
《MIS Quarterly》期刊作為SSCI和SCIex索引的期刊，是同行評(píng)閱的學(xué)術(shù)季刊，期刊主要關(guān)注管理信息系統(tǒng)和信息技術(shù)等研究領(lǐng)域。1977年創(chuàng)刊，被廣泛認(rèn)可為信息系統(tǒng)領(lǐng)域最具聲望的期刊。該期刊是信息系統(tǒng)學(xué)會(huì)（Association for Information Systems）的官方期刊，由明尼蘇達(dá)大學(xué)（University of Minnesota）管理信息系統(tǒng)研究中心出版。現(xiàn)任主編是佐治亞州立大學(xué)（Georgia state University）的Arun Rai教授。《MIS Quarterly》期刊在1992年至2005年期間，在商業(yè)研究領(lǐng)域期刊當(dāng)中具有最高的影響因子（4.978）。在被全球商學(xué)院普遍認(rèn)可的UT/DALLS 24種期刊和金融時(shí)報(bào)45種商學(xué)頂級(jí)期刊列表中，《MIS Quarterly》均名列其中。《MIS Quarterly》在國內(nèi)外各商學(xué)院中均被列為管理信息系統(tǒng)領(lǐng)域頂級(jí)期刊，具有很強(qiáng)的影響力。
- Autores:
- Yili, Hong (AUTHOR)hong@asu.edu
Pavlou, Paul A. (AUTHOR)pavlou@temple.edu
Nan, Shi (AUTHOR)shinan@suibe.edu.cn
Kanliang, Wang (AUTHOR)klwang@ruc.edu.cn - Fonte:
- MIS Quarterly. Sep2017, Vol. 41 Issue 3, p787-A13. 37p. 1 Diagram, 23 Charts, 12 Graphs.
- Tipo de documento:
- Article
- Termos do assunto:
- *SOCIAL distance
*BUSINESS referrals
*INCENTIVES in industry
*INTERNET -- Psychological aspects
*FAIRNESS - Palavras-chave fornecidas pelo autor:
- fairness
incentive design
motivation
Online referral systems
referral performance
social distance
ultimatum game - NAICS/Códigos industriais:
- 519130 Internet Publishing and Broadcasting and Web Search Portals
517110 Wired Telecommunications Carriers - Resumo:
- Online referral systems help firms attract new customers and expand their customer base by leveraging the social relationships of existing customers. We integrate ultimatum game theory, which focuses on fairness, with motivation theories to investigate the effects of social distance and monetary incentives on the performance of three competing designs for online referral systems: rewarding only or primarily the proposer, rewarding only or primarily the responder, and dividing the reward equally or fairly between the proposer and responder. A set of controlled laboratory and randomized field experiments were conducted to test how the fairness of the split of the reward (equal/fair versus unequal/unfair split of the referral bonus) and social distance (small versus large) between the proposer and the responder jointly affect the performance of online referral systems (the proposer sending an offer and the responder accepting the offer). For a large social distance (acquaintances or weak tie relationships), equally splitting the referral bonus results in the best performance. However, for a small social distance (friends or strong tie relationships), an equal split of the referral reward does not improve referral performance, which suggests that under a small social distance, monetary incentives may not work effectively. Face validity and external validity (generalizability) are ensured using two distinct measures of social distance across several contexts. Through the analysis of the interaction effects of fairness and social distance, our research offers theoretical and practical implications for social commerce by showing that the effectiveness of fairness on the success of online social referrals largely depends on social distance. [ABSTRACT FROM AUTHOR]
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- Contagem de palavras do texto completo:
- 18891
- ISSN:
- 0276-7783
- Número de acesso:
- 124643935