Rebate incentive strategy for online reviews

IF 3.6 3区 管理学 Q2 BUSINESS
Huan-huan Zhao, Yong Liu, Wen-wen Ren
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引用次数: 0

Abstract

Purpose

We attempt to analyze the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits.

Design/methodology/approach

Retailers' rebates have a chance to affect sales and their profits by encouraging customers to submit product reviews. To investigate the impact of retailer’s rebate strategy on consumer reviews and retailer’s profits, we describe the consumer’s utility function and the number of consumer-written reviews by introducing the concepts of product demand mismatch and consumer review effort, then develop a two-stage model of the retailer’s rebate strategy and examine how the retailer’s rebate affects online reviews, the consumer’s perceived utility and the retailer’s profit. Finally, a number case verifies the validity and rationality of the proposed model.

Findings

The results show that the rebate strategy can effectively reduce consumer dissatisfaction caused by excessive product demand mismatch, improve the consumer utility, prompt more positive comments, and thus increase product sales.

Originality/value

In this paper, we focus on the impact of retailers' rebate strategy on consumer purchase decisions. The research can accurately reflect the influence of online reviews on consumers and retailers, assisting merchants in making the best selections. The analysis indicates that the retailer’s rebate strategy can have a direct impact on consumers' evaluation choices and product sales.

在线评论回扣激励战略
目的我们试图分析零售商的返利策略对消费者评论和零售商利润的影响。设计/方法/途径零售商的返利有机会通过鼓励客户提交产品评论来影响销售和其利润。为了研究零售商的返利策略对消费者评论和零售商利润的影响,我们通过引入产品需求错配和消费者评论努力的概念,描述了消费者的效用函数和消费者撰写评论的数量,然后建立了零售商返利策略的两阶段模型,并研究了零售商的返利如何影响在线评论、消费者的感知效用和零售商的利润。研究结果表明,返利策略能有效降低消费者因产品需求过度不匹配而产生的不满情绪,提高消费者效用,促使消费者给予更多好评,从而提高产品销量。研究可以准确反映网络评论对消费者和零售商的影响,协助商家做出最佳选择。分析表明,零售商的返利策略会直接影响消费者的评价选择和产品销售。
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
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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