考虑到在线评论的网络零售商的激励战略:回扣或服务

IF 5.9 3区 管理学 Q1 BUSINESS
Qing Zhang , Tiaojun Xiao
{"title":"考虑到在线评论的网络零售商的激励战略:回扣或服务","authors":"Qing Zhang ,&nbsp;Tiaojun Xiao","doi":"10.1016/j.elerap.2024.101453","DOIUrl":null,"url":null,"abstract":"<div><div>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).</div></div>","PeriodicalId":50541,"journal":{"name":"Electronic Commerce Research and Applications","volume":"68 ","pages":"Article 101453"},"PeriodicalIF":5.9000,"publicationDate":"2024-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Incentive strategies of an e-tailer considering online reviews: Rebates or services\",\"authors\":\"Qing Zhang ,&nbsp;Tiaojun Xiao\",\"doi\":\"10.1016/j.elerap.2024.101453\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>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).</div></div>\",\"PeriodicalId\":50541,\"journal\":{\"name\":\"Electronic Commerce Research and Applications\",\"volume\":\"68 \",\"pages\":\"Article 101453\"},\"PeriodicalIF\":5.9000,\"publicationDate\":\"2024-09-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Electronic Commerce Research and Applications\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S156742232400098X\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Electronic Commerce Research and Applications","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S156742232400098X","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

摘要

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。
Incentive strategies of an e-tailer considering online reviews: Rebates or services
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).
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
Electronic Commerce Research and Applications
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
97
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信