S1E7 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

• 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.