Title: Influence of Job Characteristics on Job Satisfaction - Mediation Effect of Job Ethics and Job Engagement
Abstract: As an indispensable marketing method for modern enterprises, word-of-mouth communication can be combined with recommendation and reward strategies to promote the promotion and purchase of new products, to improve enterprise profits.The research of social network word-of-mouth communication is of great significance to the pricing strategy of enterprises.In this paper, we establish a two-stage model, in which a manufacturer sells a single new product to several consumers with social network relationships.Consumers choose whether to buy or not according to their utility and the influence of word-of-mouth communication.Considering the influence of word-of-mouth communication, enterprises decide whether to adopt the recommendation incentive strategy and determine the pricing and the amount of recommendation incentive.The results show that the two-stage optimal pricing and the amount of recommendation reward are related to the recommendation satisfaction threshold and the influence coefficient of word-of-mouth.The two-stage optimal pricing decreases with the increase of recommendation satisfaction threshold; Under the influence of negative word-of-mouth, only when the threshold of recommendation satisfaction and the influence coefficient of word-of-mouth communication are within a certain range, can enterprises make profits.To achieve the maximum profit, the amount of recommendation reward increases with the increase of the recommendation satisfaction threshold.Under the influence of positive word-of-mouth, the threshold of recommendation satisfaction is larger, and the influence of positive word-of-mouth communication is smaller, so enterprises should give up the recommendation reward strategy; Under the influence of negative word-of-mouth, only when the threshold of recommendation satisfaction is small and the influence of negative word-of-mouth communication is large, can enterprises make profits by using recommendation reward strategy.