7. 基于用户推荐计划(referral program)/移动支付的思考| 周三晚摸鱼

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一些基于用户推荐计划的思考

1. Google Pay推出的21刀用户激励计划

support.google.com

2. 基于移动支付方式的相关研究

Prelec, D., & Simester, D. (2001). Always leave home without it: A further investigation of the credit-card effect on willingness to pay. Marketing letters, 12(1), 5-12.

Boden, J., Maier, E., & Wilken, R. (2020). The effect of credit card versus mobile payment on convenience and consumers’ willingness to pay. Journal of Retailing and Consumer Services, 52, 101910.

3. 基于用户激励设计的相关研究

Jung, J., Bapna, R., Golden, J. M., & Sun, T. (2020). Words Matter! Toward a Prosocial Call-to-Action for Online Referral: Evidence from Two Field Experiments. Information Systems Research, 31(1), 16-36.

Gershon, R., Cryder, C., & John, L. K. (2020). Why Prosocial Referral Incentives Work: The Interplay of Reputational Benefits and Action Costs. Journal of Marketing Research, 57(1), 156-172.