A Penny for Your Words:The Effect of Online Review Reward on Information Richness and Sentiment Expression
Since online customer review has significant impacts on customers purchase decision and product sales,it has been regarded as a new marketing tool nowadays.Moreover,some online transactional platforms and sellers are trying to encourage customers to provide reviews of high-quality by offering a reward.With the empirical analysis of 1044 samples from a famous C2C e-platform website,results show that reward can significantly improve the information richness of online customer reviews.However,the sentiment customer expressed remains unchanged.More specifically,customers are inclined to provide more information,specially opinionated and positive information.But customers are unlikely to conceal negative information or change their sentiment polarity and intensity.
online review reward information richness sentiment expression social exchange theory
Jingwen Chen Lu Wang Shan Zhao
School of Business Administration, Zhongnan University of Economics and Law, China
国际会议
The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)
武汉
英文
25-32
2013-05-25（万方平台首次上网日期，不代表论文的发表时间）