고객일반에 대한 외부효과를 고려한 도우미-피도우미 인센티브 연구: 반응적도움행동(reactive helping)을 중심으로

As so many marketers get to use diverse helping incentives, some marketers use not only helper incentives but also helpee incentives to promote reactive helping behaviors considering their externalities effects that bring about the increase of utility and purchasing quantity of other consumers. Therefore it gets more important to know how to provide proper incentives to helper customer and helpee customer considering externalities. However in spite of the rising interest in the optimal helping incentive structures under consideration of helping behaviors’ externalities effects, most of the previous research have been focusing on the non-externalities situation. In other words, there have been scarce studies on the helping incentives under consideration of helping behaviors’ externalities effects. In this paper, we try to find better way for a marketer to promote the reactive helping behaviors under consideration of helping behaviors’ externalities effects via game-theoretic modeling. Especially, we focus on both helper incentives and helpee incentives. We investigated two issues about the topic as following: (1) Is it rational for the marketer to provide not only helper incentive but also helpee incentive to promote reactive helping behaviors?, (2) How much and what structure of incentive should the marketer provide when the externalities level of helping is high(or low)?Our model is as follows. Stages of the game are as followings. (Stage 1) Marketer sets price(p), helpee incentive(cost subsidy, xa), helper incentive(cost subsidy, xb), and helper bonus incentive(η). (Stage 2) Helpee chooses his opitimal help-requiring efforts level(a) based on the helpee cost subsidy(xa) which is handed over immediately. (Stage 3) Helper chooses his opitimal helping efforts level(b) based on the helper cost subsidy(xa) handed over immediately and bonus(η) scheme. (Stage 4) Other consumers purchase proper quantity based on the marketer’s reputation,helpee efforts level, and helper efforts level. After results confirmation helper bonus(η) is paid to helper. Our findings are as followings. (1) Marketer had better provide both helper incentive and helpee incentive rather than helper incentive only.,(2) As the externlities gets higher, marketer had better increase total helping incentive level.,(3) As the externlities gets higher, marketer had better increase the ratio of helper incentive.,(4) As the externlities gets higher, marketer had better increase the ratio of bonus type incentive in helper incentive. One of the major contribution points of this study comes from the fact that this is one of the first trials to derive the optimal helping incentive system considering externalities. Not only practitioners but also academicians might enjoy some implications from the results of this study.