Research On The Interactive Influence Of Customer Innovation And Reward Amount On Word-of-mouth Referral Intention

In Marketing 4.0 era,customers are increasingly willing to express their opinions and to interact with companies.Customer co-creation and word of mouth are much popular.Word of mouth improves customers' trust in company and has a great impact on their intentions and actions.Social media's development boosts word of mouth and magnifies its influence.Under service-dominant logic,companies concerns customers' capability and holds customer co-creation activities to create value with customers.Importantly,the process of customer co-creation has a positive psychological impact on customers,which improve customers' word of mouth.However,we are not completely clear about exactly what kind of psychological change leading this word of mouth.It's significant to companies,also requires researchers to explore.To increase customers' word of mouth,companies adopt referral reward program.Practically,referral reward program in customer co-creation context has a magnificent marketing impact.But researches has no consistent conclusion on referral reward program,especially reward-value in it.And there is little research about its impact on customers in customer co-creation.To explain the phenomenon in practice,we tend to explore the relationship among customer co-creation,reward amount and the intention of word on mouth.After reviewing related literature,we added customer commitment to explain the relationship between customer co-creation and word of mouth.Also,we added perceived justice to explain reward amount's impact.Plus,we explore the interaction between reward amount and the customer commitment from co-creation.We proposed the model and hypotheses,designed two experiments,collected data with questionnaire,and analyze data with SPSS 25.0 and LISREL 8.7 in structure equation model,regression analysis and variance analysis.The result shows that customer co-creation has a significant positive impact on their intention of word of mouth.And customer commitment is an intermediation in it.Reward amount's impact on customers' word of mouth intention is realized through interactions with perceive justice and customer commitment.Perceived justice and commitment from customer co-creation are conditions of reward amount's impact on word of mouth intention.We provide explain to former inconsistent conclusion.Eventually,we provide implement advices and future research directions based on current research.