“高奖励额度”还是“高契合度”?——基于购物满意度的好评奖励计划构建模式研究

High Reward or High Fit?--The Impact of Reward Program on Consumer Online Favorable Comment Intention Based on Shopping Satisfaction

好评奖励计划被广泛应用于提升在线评论数量和质量。本文采用两个实验,通过研究好评奖励计划对消费者好评意愿的影响,探讨高效、低成本的好评奖励计划构建模式。研究发现,只有在购物满意度为中等时:奖励额度和奖励物契合度才会显著影响好评意愿,并具有交互作用;此时,如果奖励物契合度高,奖励额度对消费者好评意愿的影响不显著,而奖励物契合度低时奖励额度的影响显著;如果奖励额度低,奖励物契合度会对消费者好评意愿有显著影响,而奖励额度高时奖励物契合度的影响不显著;低额度高契合度的非金钱奖励方案、高额度高契合度的非金钱奖励方案与高额度金钱奖励方案对消费者好评意愿的影响无显著差异,但低额度高契合度的非金钱奖励方案对消费者好评意愿的影响显著高于低额金钱奖励。

The quantity and quality of online comments have positive effects on consumers’purchasing decisions,and Favorable Comment Reward Program is widely used by e-commerce.This paper aims to explore how to build an efficient and low-cost Reward Program Plan by studying how the Reward Program works on consumers favorable comment behavior intention.The findings of the study are as follows:Only when the shopping satisfaction is of a medium degree will the reward level and the reward fit have positive effects and have positive interaction with consumers’favorable comment intention.What’s more important is that the reward level has no significant impact on consumers’intention to review favorably when they have medium shopping satisfaction and high reward fit,and that the reward fit has significant impact on consumers’intention to review favorably when they have medium shopping satisfaction and lower reward level.When customers’shopping satisfaction is of a medium degree,the high fit and low-cost non-monetary reward program is more economical and effective than the monetary rewards program in influencing consumers’intention to comment.