关键词: 消费者生成广告, 奖励水平, 隐私代价, 产品类型

Abstract: Word-of-mouth has been one of the most important marketing tools in the new economy of the internet plus era. Consumer generated advertising is a new combination of word-of-mouth and advertisement. This paper studies consumer generated advertising and its relationship between factors including reward level, privacy cost, and product type, based on the social exchange theory, the reciprocity theory, and the prospect theory. It proposes six hypotheses, adopts the between-subject design, and tests the hypotheses based on field experiment. It is found that the reward level, the privacy cost, and the product type have a significant impact on consumer generated advertising. The effect of reward level on consumer generated advertising is moderated by privacy cost and product type. There are significant differences regarding the impact of reward level on consumer generated advertising at different privacy costs or different product types, but there is no significant interacting effect among the three factors. For different product types, the effect of reward level and privacy cost on consumer generated advertising has no significant difference. The results will help firms rationally guide consumer generated advertising and enhance their capability of word-of-mouth marketing management.

Key words: consumer generated advertising, reward level, privacy cost, product category