IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v77y2024ics0969698923004010.html
   My bibliography  Save this article

Who is more likely to initiate referrals? Effect of consumer's regulatory focus on referral intention

Author

Listed:
  • Jin, Huijie
  • Lu, Shouwang
  • Wang, Kanliang

Abstract

Under the context of the online referral reward program (ORRP), this research explores the effect of consumers’ regulatory focus (promotion-focused vs. prevention-focused) on their referral intention and explores its mechanism and boundary condition. The results of four experiments show that compared to prevention-focused consumers, promotion-focused consumers have higher self-efficacy to complete the referral task; and thus, have higher referral intention. This effect will be attenuated when the social distance between inviters and invitees is small. The findings contribute to the research on ORRP and regulatory focus and provide guidance for firms to optimize ORRPs.

Suggested Citation

  • Jin, Huijie & Lu, Shouwang & Wang, Kanliang, 2024. "Who is more likely to initiate referrals? Effect of consumer's regulatory focus on referral intention," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    • Handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004010
    DOI: 10.1016/j.jretconser.2023.103650
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923004010
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103650?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:77:y:2024:i:c:s0969698923004010. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.