Human-Computer Interaction (SIG HCI)

Paper Type

Complete

Paper Number

1334

Description

In the emerging threshold-based online referral rewards (Threshold-ORR), users can only get points or red envelopes (medium) for each referral. Only when the accumulated points or red envelopes reach the set threshold can they receive the promised rewards. Threshold-ORR generally have three parameter, namely Efforts, Medium And Outcome (reward). This article discusses the effect of Medium settings in the design of Threshold-ORR on users’ willingness to participate. Based on ambiguity bias and general evaluability theory, we distinguish between two kinds of typical referral programs: ambiguity Efforts with certainty Outcome (EAOC-type), or certainty Efforts with ambiguity Outcome (ECOA-type), and we believe that for the two kinds of referral programs, the influence of medium settings on users’ willingness to participate is significantly different. The results of two experiment support our hypothesis. The theoretical contribution and practical implication are also discussed.

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Aug 9th, 12:00 AM

Contingent Effect of Medium in Threshold-based Online Referral Programs on Users’ Choice and Willingness to Participate

In the emerging threshold-based online referral rewards (Threshold-ORR), users can only get points or red envelopes (medium) for each referral. Only when the accumulated points or red envelopes reach the set threshold can they receive the promised rewards. Threshold-ORR generally have three parameter, namely Efforts, Medium And Outcome (reward). This article discusses the effect of Medium settings in the design of Threshold-ORR on users’ willingness to participate. Based on ambiguity bias and general evaluability theory, we distinguish between two kinds of typical referral programs: ambiguity Efforts with certainty Outcome (EAOC-type), or certainty Efforts with ambiguity Outcome (ECOA-type), and we believe that for the two kinds of referral programs, the influence of medium settings on users’ willingness to participate is significantly different. The results of two experiment support our hypothesis. The theoretical contribution and practical implication are also discussed.

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