中文摘要：

探讨了网络推荐奖励计划中奖励额度和推荐人所需付出的努力程度对其推荐意愿的影响,以及推荐人与被推荐人之间关系强度对这种影响的调节作用.研究结果表明：奖励额度和努力程度对推荐意愿都存在显著影响.此外,奖励额度与关系强度之间不存在交互效应,而努力程度和关系强度之间存在交互效应,即关系疏远的情况下,努力程度对推荐意愿的影响差异显著.而在关系紧密的情况下,努力程度对推荐意愿的影响不存在显著差异.

英文摘要：

This paper explores the influences of reward size and required referral effort on consumer online referral likelihood and the moderating effect of tie strength. The result shows that, in on-line referral reward programs, reward size and required referral effort has significantly impact on referral likelihood. Furthermore, there are no interactions between reward size and tie strength, and there are interactions between required referral effort and tie strength in on-line referral reward program, i.e. there is significant differences between different referral effort in the situation of weak tie and no significant differences in the situation of strong tie.