在新世代中，社群媒體往往是企業在進行產品推廣與品牌行銷時的傳播媒介，企業可透過社群平台，進行一系列的推廣行為，像是舉辦行銷活動、發送廣告訊息給民眾，進而增進之間資訊的快速傳播與連結性。然而，這樣來自四面八方的大量訊息，讓廣告訊息充斥在消費者生活的每一個層面，過度的廣告訊息或透過線上追蹤記錄而進行的再行銷 (retargeting)，有時候反而會造成消費者對該品牌與商品的反抗情緒，進而傷害品牌權益。因此，企業在進行社群行銷時，甚是須謹慎規劃。
透過社群人脈來協助產品推廣的方式，常見的就是推薦獎勵計畫。這是藉由企業發放獎勵，鼓勵社群平台使用者將產品訊息分享給自己人脈中的親友，透過一般人對熟識朋友比較沒有戒心的特點，吸引更多民眾去認識了解品牌，進而促使購買意願的提升。這種由會員拉會員的行銷方式，常常要求參與者必須標註 (tag) 特定對象，直接將產品訊息推播給親友。好處是被標註的消費者一定會看到該訊息，且可能會因為對朋友的信任而信賴其推薦的商品。但另一方面，標註的方式是強迫消費者閱讀廣告訊息，更容易激起其反抗心理，反而失去了推廣產品的原意。如何善用社群推薦獎勵計畫，又不會引起消費者的抵觸情緒是本研究想要解決的主要問題。
本研究採用實驗情境設計，以 Facebook 作為此次研究之社群平台，並以市面常見的銀行開戶活動做為情境設定，將反抗心理分為高與低程度，藉由實驗對照方式，從中探討對品牌評價與購買意願之影響。最後根據本研究之分析結果，在推薦獎勵方案下，透過調整獎勵之選擇性，可減緩高反抗消費者之抗拒心理，進而提高對品牌的評價與購買意願，另外，我們也提供一些在社群推薦獎勵計畫上可延伸優化的方式，像是針對消費者的特徵、獎勵的對象、獎勵的類型，期望可協助企業在實務上達到更好的推廣成效。

In the new generation, social media is often the communication medium for companies in product promotion and brand marketing. Companies can use social platforms to carry out a series of promotional activities, such as holding marketing activities and sending advertising messages to the public. Improve the rapid dissemination and connectivity of information between. However, such a large amount of information from all directions floods every aspect of consumer life with advertising information. Excessive advertising information or retargeting through online tracking records sometimes causes consumers to oppose the brand. The rebellious emotions with the product harm brand rights. Therefore, companies must plan carefully when conducting social marketing.
The most common way to assist product promotion through community connections is to referral reward programs. This is to encourage social platform users to share product information with their relatives and friends through the company’s distribution of rewards, and to attract more people to know and understand the brand through the fact that ordinary people are less wary of acquaintances with friends, and thus promote the willingness to buy promote. This kind of marketing method in which members pull members often requires participants to tag specific objects and directly push product information to relatives and friends. The advantage is that the tagged consumers will see the message, and may trust the recommended products because they trust in friends. But on the other hand, the way of tagging is to force consumers to read the advertising message, which is more likely to arouse their resistance and lose the original intention of promoting the product. How to make good use of the community recommendation and reward program without causing consumer resistance is the main problem this research wants to solve.
This study adopts an experimental scenario design. Facebook is used as the social platform for this research, and the common bank account opening activities in the market are used as the scenario setting. The psychological reactance is divided into high and low levels. Through the experiment and control method, explore the influence on brand evaluation and purchase intention. Finally, based on the analysis results of this research, it is hoped that it can help companies have a better promotion effect on the community recommendation and reward program. Finally, according to the analysis results of this research, under the recommended reward scheme, by adjusting the choice of rewards, the resistance of high resistance consumers can be slowed down, and the evaluation of the brand and the willingness to purchase can be improved. In addition, we also provide some in the referral reward programs that can be extended and optimized, such as targeting consumer characteristics, reward objects, and reward types. It is hoped that they can help companies achieve better promotion results in practice.

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