Study On Interaction Between Satisfaction And Incentives On Online Review

Cashback for favorable comment,a popular tool for promoting positive online reviews,has been widely used on e-commerce platforms in China.However,the effectiveness of such incentive program has only got limited attention from merchants and scholars.Previous studies have shown that no consensus has been reached on the impact of such incentives on online reviews with varying degrees of satisfaction,and the effectiveness remains controversial.The reasons for the above arguments may be that the existing studies have not divided different satisfaction scenarios in enough detail(only divided into satisfied and dissatisfied);besides,the effectiveness of incentive programs is influenced by other factors(i.e.,consumers'personality).In this study,the anonymity and weak control of network may cause moral issues in incentive program,and consumers'sensitivity to price also determines their responses to different incentive amounts.Therefore,this study introduced new variables such as moral judgment and price sensitivity,and adopted the method of factor experiment design to conduct two studies.Study I discussed the interaction between satisfaction and incentives on online review,and further subdivided satisfaction into three different degrees.StudyⅡ further introduced two moderating variables to solve the problem of whether different consumers differ in receiving incentives under different satisfaction.According to above objectives,this study conducted two experimental studies in a laboratory setting with 390 and 362 subjects,using between-subjects design.The results confirmed the interaction between satisfaction and incentives on online review and the moderating effects of moral judgment and price sensitivity.This study finds that:(1)Enhancing satisfaction and applying incentives both increase review scores;(2)Satisfaction and incentives have significant interactive effect on review score.In particular,incentives could strengthen review scores except under small amounts;(3)Interaction between satisfaction and incentives on online review is moderated by moral judgment and price sensitivity,particularly when consumers are dissatisfied where weaker moral judgment and higher price sensitivity can significantly improve review scores regardless of incentive amounts.