在线评论认真书写的激励机制——以优惠券为例

A Study on The Incentive Mechanism of Earnest Online Reviews Writing:the Case of Online Coupon

基于两家淘宝网店的现场实验数据,验证了在网上交易中,优惠券这一经济激励方式能显著激励消费者更加认真地书写出同时包含主观和客观因素的更长的评论。而且与承诺认真评论后赠送优惠券的形式相比,评论前主动将优惠券作为礼物赠送给消费者可有效地形成消费者对卖家的正互惠信念,从而更为显著地激励他们认真书写出更长的有用评论。但这两种不同的优惠券发放方式,对影响消费者评论极端性和促进消费者书写同时包含主观和客观元素的评论而言,并无显著性差异。

Based on the data from two stores on Taobao,a field experiment was used to show that online coupon as an economic incentive may effectively motivate consumers to writing more detailed reviews,longer and including both subjective and objective elements,thus increases the possibility of the usefulness of the reviews.In addition,compared with the mode of promising to give reviewers a coupon after their earnest reviewing,the mode of giving the coupon as an unsolicited gift before reviewing may generate more incentive for longer review writing.However,there is no significant difference between these two modes in terms of changing the number of extreme rating reviews,as well as those including both subjective and objective elements.