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

Abstract

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

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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