好评奖励能改变消费者的在线评论吗?——奖励计划在网络口碑中的影响研究

›› 2018, Vol. 30 ›› Issue (2): 117-126.

好评奖励能改变消费者的在线评论吗?——奖励计划在网络口碑中的影响研究

曾慧^1,2, 郝辽钢², 于贞朋²

1. 四川师范大学商学院, 成都 610101;
2. 西南交通大学经济管理学院, 成都 610031

收稿日期:2015-08-28 出版日期:2018-02-28 发布日期:2018-02-10
作者简介:曾慧,四川师范大学商学院讲师,博士;郝辽钢,西南交通大学经济管理学院副教授,博士生导师;于贞朋,西南交通大学经济管理学院博士研究生。
基金资助:
国家自然科学基金重大项目（71490722）；国家自然科学基金项目（71002063；71402150）；教育部"新世纪优秀人才支持计划"项目（NCET-12-0939）；中央高校基本科研业务费资助项目（26816WTD22；26816WCX05）。

Can Reward Change Consumers' Online Reviews?——The Impact of Reward Program on E-word of Mouth

Zeng Hui^1,2, Hao Liaogang², Yu Zhenpeng²

1. School of Business, Sichuan Normal University, Chengdu 610101;
2. School of Economics and Management, Southwest Jiaotong University, Chengdu 610031

Received:2015-08-28 Online:2018-02-28 Published:2018-02-10

摘要/Abstract

摘要：

基于社会交易理论，通过两个实验考察了C2C电子商务环境下奖励对消费者在线评论的影响。实验一主要考察消费者在不同产品满意度下对好评奖励计划的不同反应，结果表明当消费者对产品满意时，奖励计划能提高消费者的好评意愿和店铺评价；而当消费者对产品不满意时，奖励计划会降低消费者的好评意愿和店铺评价。实验二主要考察在消费者对产品满意情况下影响消费者在线好评的因素，结果表明消费者所需付出努力程度较低的好评奖励计划比努力程度较高的好评奖励计划能带来更高的好评意愿和店铺评价；同时努力程度对消费者好评意愿和店铺评价的影响均受到消费者交易倾向的调节作用。

关键词: 在线评论, 好评奖励计划, 产品满意度, 努力程度, 交易倾向

Abstract:

This paper explores the effect of reward on consumers' online reviews under C2C e-commerce environment through two exper-iments based on the social exchange theory. Study 1 explores consumers' responses to the "favourable comment reword programs" under satisfied and dissatisfied conditions, and results indicate that a reward can improve consumers' favourable comment intention and store evaluation under satisfied condition. However, the reward will decrease consumers' favourable comment intention and store evaluation under dissatisfied condition. Study 2 explores the factors that affect consumers' favourable comment under satisfied condition, and results indicate that compared with difficult comment reword programs, easy comment reword programs will lead to higher consumers' favourable comment intention and store evaluation, and consumer deal proneness moderates the effect of required comment effort on consumers' fa-vourable comment intention and store evaluation.

Key words: online reviews, favourable comment reword programs, product satisfaction, required comment effort, deal proneness

曾慧, 郝辽钢, 于贞朋. 好评奖励能改变消费者的在线评论吗?——奖励计划在网络口碑中的影响研究[J]. , 2018, 30(2): 117-126.

Zeng Hui, Hao Liaogang, Yu Zhenpeng. Can Reward Change Consumers' Online Reviews?——The Impact of Reward Program on E-word of Mouth[J]. , 2018, 30(2): 117-126.

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