The moderating role of perceived social risk in bank credit card referral programs
Purpose: The purpose of this paper is to investigate how the effects of referral rewards in referral reward programs (RRPs) are moderated through perceived social risk of a recommender. Design/methodology/approach: A total of 717 consumers are accessed through Amazon's Mechanical Turk worker panel. The authors use t-test and analysis of variance to test the proposed hypotheses. Findings: The findings show that consumers with high perceived social risk balance financial rewards with social risks, while low social risk consumers largely ignore these social risk elements surrounding a referral decision. Originality/value: The inclusion of perceived social risk provides the opportunity to fully understand how a consumer goes about balancing social risk and referral rewards in making referral decisions. The concept of social risk has not been previously applied to this context.
Year of publication: |
2020
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Authors: | Song, Chanho ; Wang, Tuo ; Lee, Hyunjung ; Hu, Michael Y. |
Published in: |
International Journal of Bank Marketing. - Emerald, ISSN 0265-2323, ZDB-ID 2032104-1. - Vol. 38.2020, 7 (07.10.), p. 1601-1616
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Publisher: |
Emerald |
Saved in:
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