El apadrinamiento en los clubs privados de compras ‘on-line’
DOI:
https://doi.org/10.3926/hdbr.2Keywords:
Member-get-Member; on-line private shopping clubs; motivation; incentives, Apadrinamiento, clubs privados de compras on-line, motivación, incentivos.Abstract
Este trabajo analiza las motivaciones que subyacen en la estrategia de apadrinamiento que llevan a cabo los clubs privados de compras on-line. ¿Por qué ha surgido el apadrinamiento como sistema de recomendación? ¿Es realmente novedoso? ¿Por qué los usuarios registrados deciden recomendar la empresa a otros? ¿Cómo la empresa puede promover este flujo de información empresa-padrino-ahijado? Estas son las principales cuestiones a las que pretende dar respuesta este artículo mediante la observación del comportamiento de este tipo de empresas en la Red.
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This paper studies the motivations of online users to participate in the “new” recommendation system used by online private shopping clubs. Why has this system appeared? Is the Member-get-Member online really new? Why do users decide to recommend the website to others? How can a firm improve the recommendation of its website? This article tries to answer these questions by observing the behaviour of this type of firms in the online market.
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