Money matters? Effect of reward types on customers' review behaviors

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-06-28 DOI:10.1108/jrim-01-2023-0027

Yajun Zhang, Yongge Niu, Zhi Chen, Xiaoyu Deng, Banggang Wu, Yali Chen

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引用次数: 0

Abstract

PurposeOnline retailers are pioneering the incentivization of customers to generate more product reviews by rewarding them. However, little is known about the impact of reward types on customers' review behavior, including review frequency and sentiment. To address this gap, we investigated the effects of different reward types on customers' review behavior and how these rewards influence customers' review behavior.Design/methodology/approachWe collected secondary data and empirically tested the hypothesis by analyzing the change in reward policy. Regression and two-stage Heckman models were applied to investigate the effects, with the latter used to control potential selection issues.FindingsThe results revealed that monetary rewards can stimulate customers to generate more positive product reviews. Furthermore, the reward amount has a negative moderating effect on the aforementioned relationship. Additionally, customer tenure negatively moderates the relationship between monetary rewards and review behavior.Originality/valueThis study contributes to the understanding of user-generated content motivation and provides managerial implications for reward programs.

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钱重要吗?奖励类型对顾客评价行为的影响

目的:在线零售商正在通过奖励来激励顾客产生更多的产品评论。然而，关于奖励类型对顾客评论行为的影响，包括评论频率和情绪，我们知之甚少。为了解决这一差距，我们调查了不同类型的奖励对顾客评论行为的影响，以及这些奖励如何影响顾客的评论行为。我们收集了二手数据，并通过分析奖励政策的变化对假设进行了实证检验。采用回归和两阶段Heckman模型来研究其影响，后者用于控制潜在的选择问题。研究结果显示，金钱奖励可以刺激顾客对产品做出更积极的评价。此外，奖励金额对上述关系具有负向调节作用。此外，客户任期负向调节金钱奖励和评论行为之间的关系。原创性/价值本研究有助于理解用户生成内容动机，并为奖励计划提供管理启示。

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

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.