From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions

IF 5.1 3区 管理学 Q1 BUSINESS
Qingqing Guo
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引用次数: 0

Abstract

Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation. Anchoring on the relationship norms theory and casting light on consumers’ self-perceptions, the effect of a CRFC on consumers’ post-purchase behavioral intentions is contingent on the relationship norms. The findings of a pilot study and two experimental studies show that after a CRFC offer, communal consumers experienced lower post-purchase behavioral intentions than exchange consumers, and that consumers’ feeling of self-disgust is the mechanism underlying this interactive effect. Specifically, a CRFC is effective for exchange consumers but not for communal consumers because it triggers self-disgust in communal consumers. This paper thus reveals the mediating role of self-disgust in the interactive effect of CRFC and relationship norms on post-purchase behavioral intentions. The implications for sellers, platforms and consumers are discussed.
从一分钱到自我厌恶:好评返现和关系规范如何影响消费者的购后行为意向
提供好评返现奖励(以下简称 CRFC)以获得正面在线评论的平台卖家比比皆是。本研究探讨了 "好评返现 "何时以及如何影响消费者购买后的再购买和推荐行为意向。基于关系规范理论和消费者的自我认知,CRFC 对消费者购买后行为意向的影响取决于关系规范。一项试点研究和两项实验研究的结果表明,在提供 CRFC 后,社区消费者的购后行为意向低于交换消费者,而消费者的自我厌恶感是这种互动效应的内在机制。具体来说,CRFC 对交换型消费者有效,但对公共型消费者无效,因为它引发了公共型消费者的自我厌恶。因此,本文揭示了自我厌恶在 CRFC 和关系规范对购买后行为意向的互动效应中的中介作用。本文还讨论了对卖家、平台和消费者的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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