دانلود مقاله ISI انگلیسی شماره 41025
عنوان فارسی مقاله

ملاحظات روانی و اقتصادی برنامه های پاداش

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
41025 2014 9 صفحه PDF سفارش دهید 7950 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Psychological and economic considerations of rewards programs
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing and Consumer Services, Volume 21, Issue 6, November 2014, Pages 924–932

کلمات کلیدی
پاداش برنامه ها - راکتانس مشتری - اثر هدف - گرادیان
پیش نمایش مقاله
پیش نمایش مقاله ملاحظات روانی و اقتصادی برنامه های پاداش

چکیده انگلیسی

This study uses primary research and examples from the industry to demonstrate the application of human motivation and behavior theory in designing successful rewards programs. We identify the intrinsic and extrinsic motivators of human behavior that a firm needs to be aware of while designing a successful rewards program. Analysis of data collected from 228 respondents supports the hypotheses establishing the relationship between the antecedents, namely, Goal Proximity, Reward Valence, Perceived Effort, and Customer Reactance, and Consumer Intention to enroll in a reward program. We also find that Reward Valence has the strongest positive effect and Perceived Effort has the strongest negative effect on Consumer Intention. This study offers both prescriptive and descriptive insights. The results of this study further our understanding of the reasons of the success of various rewards programs. Also, the results of this study can aid managers in developing successful rewards programs by striving for effort-reward incongruity to overcome consumer reactance in joining rewards programs.

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