Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/288759 
Erscheinungsjahr: 
2020
Quellenangabe: 
[Journal:] Electronic Markets [ISSN:] 1422-8890 [Volume:] 30 [Issue:] 4 [Publisher:] Springer [Place:] Berlin, Heidelberg [Year:] 2020 [Pages:] 805-820
Verlag: 
Springer, Berlin, Heidelberg
Zusammenfassung: 
Acknowledging the impact on their sales, companies strive to increase the number of positive online reviews of their products. A recently popular practice for stimulating online reviews is offering monetary rewards to customers in return for writing an online review. However, it is unclear whether such practices succeed in fulfilling two main objectives, namely, increasing the number and the valence of online reviews. With one pilot and two experimental studies, this research shows that offering incentives indeed increases the likelihood of review writing. However, the effect on review valence is mixed, due to contradictory psychological effects: Incentive recipients intend to reciprocate by writing favorable reviews but also perceive a need to resist marketers’ influence, which negatively affects their review valence. Finally, recipients who are less satisfied with the product are particularly prone to psychological costs and decrease the positivity of their online reviews. Consequently, incentives should be applied carefully.
Schlagwörter: 
Online review
Incentive
Reciprocity
Psychological costs
Experiments
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by Logo
Dokumentart: 
Article
Dokumentversion: 
Published Version

Datei(en):
Datei
Größe





Publikationen in EconStor sind urheberrechtlich geschützt.