Incentive strategies of an e-tailer considering online reviews: Rebates or services

IF 5.9 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2024-09-25 DOI:10.1016/j.elerap.2024.101453

Qing Zhang , Tiaojun Xiao

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引用次数: 0

Abstract

This paper mainly considers an e-tailer-Stackelberg supply chain and characterizes the formative processes and distinct impacts of positive reviews and negative reviews on consumer purchases. The e-tailer can adopt either a pre-sales strategy (i.e., service strategy) or an after-sales strategy (i.e., rebate strategy) to encourage consumer purchases and stimulate positive reviews. By studying the above two strategies, we show that: (1) positive reviews and negative ones will exert a synergistic adverse effect on price decisions. (2) Given the exogenous rebate and service levels, the service (rebate) strategy becomes optimal for the e-tailer if consumers are more (less) willing to leave positive reviews. Notably, the e-tailer should refrain from adopting any incentive strategy when consumers exhibit a moderate willingness to provide positive reviews. (3) When the e-tailer can determine rebate and service levels, it should adopt the service (rebate) strategy if the threshold for positive reviews is intermediate (very low or high).

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考虑到在线评论的网络零售商的激励战略：回扣或服务

本文主要考虑了网络零售商-堆栈伯格供应链，描述了正面评论和负面评论的形成过程及其对消费者购买的不同影响。网络零售商可以采取售前策略（即服务策略）或售后策略（即返利策略）来鼓励消费者购买并刺激正面评论。通过对上述两种策略的研究，我们发现(1) 正面评价和负面评价会对价格决策产生协同的不利影响。(2）在回扣和服务水平外生的情况下，如果消费者更愿意（不太愿意）留下正面评论，那么服务（回扣）策略对网络零售商来说就是最优的。值得注意的是，当消费者表现出适度的正面评价意愿时，网络零售商应避免采取任何激励策略。(3) 当网络零售商可以确定返利和服务水平时，如果正面评论的临界值处于中间位置（很低或很高），则应采取服务（返利）策略。

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

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.