Research On The Influence Of Reward Allocation Methods On Consumers’ Adoption Intention Under Different Electronic Word-of-mouth Platforms

At present,online shopping has become an essential way of shopping in people’s lives.Compared with such a large market,the competition of online shopping industry is becoming increasingly fierce.With the maturity of Web 2.0 technology,e-commerce platforms are gradually diversifying.And the traditional e-commerce platforms represented by Taobao and JD.com can no longer meet the new era of consumer demand for social attributes.E-commerce platforms integrating social elements,namely social e-commerce platforms,have emerged.This era is characterized by companies shifting the focus of marketing to interaction with consumers.Therefore,marketers pay more and more attention to the importance of electronic word-of-mouth and consumer participation.Some marketers try to encourage consumers to publish favorable word-of-mouth on e-commerce platforms by means of referral reward programs,namely issuing coupons and cash back rewards to consumers,so as to increase potential customers’ expectations for product quality and thus increase product sales.However,the existence of different reward allocation methods in the referral reward program makes consumers doubt the credibility of electronic word-of-mouth,and then believe that it is a means for marketers to persuade them to buy products or services,thus arousing their persuasive knowledge and inference of manipulation intent so as to make purchase decisions contrary to the purpose of marketing.Based on this,this paper will explore the relationship between reward allocation methods and consumers’ adoption intention under different electronic word-of-mouth platforms.From the perspective of consumers,based on SOR theory and psychological reactance theory,this paper explores the effect of reward allocation on consumers’ adoption intention under different electronic word-of-mouth platforms,and considers the mediating effect of the inference of manipulation intent and the moderating effect of electronic word-of-mouth platform type.In this paper,scenario experiment method was used to collect the required data,and 220 valid questionnaires were collected online.SPSS and AMOS were used to analyze the obtained data,and the following conclusions were drawn:(1)The way of reward allocation has different impact on consumers’ adoption intention.This indicates that the reward allocation method can improve the psychological reactance of potential customers,increase their inference of manipulation intent to infer the referral reward program,and thus reduce the willingness of potential customers to adopt this electronic word-of-mouth.(2)Reward allocation can not only directly affect the adoption intention of word-of-mouth recipients,but also indirectly influence the adoption intention by influencing their inference of manipulation intent;(3)Under different electronic word-of-mouth platforms,consumers have different feelings on different reward allocation methods of referral reward programs.In the traditional e-commerce context,the incentive sender and both parties have little influence on the receiver’s inference of manipulation intent.However,in the social e-commerce context,only the incentive sender enhances the receiver’s inference of manipulation intent,compared with the incentive both.The innovation points of this paper are as follows: First,based on the comparative analysis of e-commerce platforms,the current rapidly developing social e-commerce platform is compared with the traditional e-commerce platform.From the perspective of consumers,the influence of reward allocation methods on adoption intention under different e-commerce situations is explored.Second,this paper includes psychological variables.When opening the buyer’s black box,because the consumer’s personal characteristics will also affect the consumer’s choice,this paper brings its psychological variable—the inference of manipulation intent into the research scope to study the psychological changes of consumers in the new era when faced with different reward allocation methods.Finally,based on the research conclusions,suggestions on e-commerce enterprises and e-commerce platforms are put forward,deficiencies of this study are summarized,and prospects for future research are put forward.