A Study On The Characteristics Of Consumers’ Positive Review Reward Behavior And Its Evolution Based On Quality Perception,Reward Type,and Review Preference

With the gradual rise of online shopping,more and more consumers rely on online reviews to make purchase decisions,and the role of online reviews has become increasingly prominent,but with the intensification of competition on e-commerce platforms,merchants are no longer satisfied with consumers’ spontaneous reviews,but are incentivized to generate and spread online word-of-mouth through "positive reviews" marketing tools to The company is now incentivizing the generation and spread of IWOM through "positive feedback" marketing to achieve deeper management of online reviews.However,whether consumers will participate in positive reviews is influenced by multiple factors such as reward amount,reward method,and review preference,etc.Will consumers participate in positive reviews under merchants’ incentives? How do external factors influence consumers’ participation behavior? Based on this,this study investigates the factors influencing consumers’ review participation behavior through literature review and empirical analysis,constructs an evolutionary game model between consumers and merchants,and further investigates the mechanism of external influences on consumers’ review participation behavior.Firstly,we investigate consumers’ participation behavior of positive feedback rewards based on the perspective of quality perception,and further analyze the influence of consumer satisfaction,reward amount,reputation penalty cost and other factors on their participation behavior of positive feedback rewards;secondly,we divide the types of merchant rewards into coupon rebate and cashback,and investigate how the coupon discount factor and second purchase ratio affect consumers’ participation behavior of coupon rebate rewards,and further investigate whether consumers’ participation behavior of cashback and coupon rebate rewards under different satisfaction conditions.Finally,we divide online consumers into reviewing and non-reviewing consumers,and investigate whether the change in the proportion of consumers affects their participation in merchants’ rewarding activities.We also investigate whether and how the participation behavior of consumers in cashback or coupon rewards differs when the proportion of reviewers and non-reviewers differs.The results show that:(1)the positive feedback rewards implemented by merchants can motivate consumers to participate in positive feedback to a certain extent,and consumers’ willingness to participate in positive feedback rewards is positively correlated with consumer satisfaction and reward amount,and negatively correlated with consumer credit penalty cost;(2)different types of rewards have different incentive effects on consumers,when consumers are less satisfied with the product,they prefer to participate in cashback rewards(2)Different reward types have different incentive effects on consumers,when consumers are less satisfied with the product,they prefer to participate in cashback reward activities,while when consumers are more satisfied with the product,they prefer to participate in coupon reward activities,and the coupon discount factor and the second purchase ratio positively affect consumers’ willingness to participate in positive reviews and coupons;(3)The willingness of consumer groups to participate in cashback or coupon is positively correlated with the proportion of reviewing consumers,and when the proportion of reviewing consumers is low,consumer groups prefer coupon strategy;while when the proportion of reviewing consumers is high,consumer groups prefer coupon strategy.The psychological utility cost and review cost negatively affect the willingness of consumers to participate in positive reviews.This study enriches the research content of rewards program,further enriches the game theory of consumers’ favorable review participation behavior,and helps to observe and decode the inner mechanism and evolution trend of consumers’ participation in rewarding review behavior from multiple perspectives.