On the Role of Fairness and Social Distance in Designing Effective Social Referral Systems

文章来源:科研处 编辑: 发布时间:2018-03-27 浏览次数:242

我校工商管理学院市场营销系青年教师史楠撰写的文章《On  the Role of Fairness and Social Distance in Designing Effective Social Referral  Systems》,以并列第一编辑通讯编辑的身份管理信息系统领域的国际顶级期刊MIS  Quarterly》收录,发表在20179月的期刊上

MIS  Quarterly期刊作为SSCISCIex索引的期刊,是同行评阅的学术季刊,期刊主要关注管理信息系统和信息技术等研究领域。1977年创刊,被广泛认可为信息系统领域最具声望的期刊。该期刊是信息系统学会(Association for Information Systems)的官方期刊,由明尼苏达大学(University of Minnesota)管理信息系统研究中心出版。现任主编是佐治亚州立大学(Georgia state University)的Arun  Rai教授。MIS  Quarterly期刊在1992年至2005年期间,在商业研究领域期刊当中具有最高的影响因子(4.978)。在被全球商学院普遍认可的UT/DALLS 24种期刊和金融时报45种商学顶级期刊列表中,MIS  Quarterly均名列其中。MIS  Quarterly在国内外各商学院中均被列为管理信息系统领域顶级期刊,具有很强的影响力。

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
MIS Quarterly. Sep2017, Vol. 41 Issue 3, p787-A13. 37p. 1 Diagram, 23 Charts, 12 Graphs.
Tipo de documento:
Termos do assunto:
*SOCIAL distance
*BUSINESS referrals
*INCENTIVES in industry
*INTERNET -- Psychological aspects
Palavras-chave fornecidas pelo autor:
incentive design
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
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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