零价格和互惠对在线消费者评论的影响

IF 1.6 3区经济学 Q2 ECONOMICS

Journal of Behavioral and Experimental Economics Pub Date : 2025-07-04 DOI:10.1016/j.socec.2025.102416

Xian. Zhang

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引用次数: 0

摘要

在线消费者评论对企业来说很重要，因为它们可能影响产品的销售和利润。本研究考察了零价格效应对在线消费者评论的影响，并探讨了互惠效应的作用机制。通过一项实验室实验，我观察了接受免费咖啡或1美分咖啡的受试者的评论行为，并使用信任游戏（Trust Game）测量了他们的互惠程度。虽然零定价没有显著改变评论参与、评分和情绪，但在零价格处理下，受试者的评论写得更长，可能表达了更大的欣赏。评价行为在高互惠和低互惠受试者之间没有显著差异。模型估计进一步表明，对于互惠性较低的企业，零价格效应对整体绩效评级显著负向影响，但互惠性较高的企业可以缓解这种影响。

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Effects of zero price and reciprocity on online consumer reviews

Online consumer reviews are important for businesses because they potentially influence product sales and profits. This study examines the zero price effect on online consumer reviews and reciprocity as the mechanism through which such an effect operates. By conducting a lab experiment, I observed review behaviour of subjects who received coffee for free or for 1 cent and measured their degree of reciprocity using a Trust Game. Although zero pricing did not significantly change review participation, ratings and emotions, subjects under the zero price treatment wrote longer reviews, therein possibly expressing their greater appreciation. No significant differences in review behaviour were found between high and low reciprocal subjects. Model estimations further show that the zero price effect is significantly negative on the rating of overall performance for those with low reciprocity, but higher reciprocity can mitigate this effect.

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来源期刊

Journal of Behavioral and Experimental Economics ECONOMICS-

CiteScore

2.60

自引率

12.50%

发文量

113

审稿时长

83 days

期刊介绍： The Journal of Behavioral and Experimental Economics (formerly the Journal of Socio-Economics) welcomes submissions that deal with various economic topics but also involve issues that are related to other social sciences, especially psychology, or use experimental methods of inquiry. Thus, contributions in behavioral economics, experimental economics, economic psychology, and judgment and decision making are especially welcome. The journal is open to different research methodologies, as long as they are relevant to the topic and employed rigorously. Possible methodologies include, for example, experiments, surveys, empirical work, theoretical models, meta-analyses, case studies, and simulation-based analyses. Literature reviews that integrate findings from many studies are also welcome, but they should synthesize the literature in a useful manner and provide substantial contribution beyond what the reader could get by simply reading the abstracts of the cited papers. In empirical work, it is important that the results are not only statistically significant but also economically significant. A high contribution-to-length ratio is expected from published articles and therefore papers should not be unnecessarily long, and short articles are welcome. Articles should be written in a manner that is intelligible to our generalist readership. Book reviews are generally solicited but occasionally unsolicited reviews will also be published. Contact the Book Review Editor for related inquiries.