Stimulating Online Reviews by Combining Financial Incentives and Social Norms
Stimulating Online Reviews by Combining Financial Incentives and Social Norms
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DOI：
10.2139/ssrn.2848398
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发表时间：
2016-08
期刊：
影响因子：
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通讯作者：
Gordon Burtch;Y. Hong;R. Bapna;Vladas Griskevicius
中科院分区：
文献类型：
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作者：
Gordon Burtch;Y. Hong;R. Bapna;Vladas Griskevicius
为了激励消费者提供更多有用的评论，许多零售商提供经济激励。在这里，我们探索另一种方法，社会规范。我们向个人通报同行撰写的评论数量。我们测试的有效性，使用经济激励，社会规范，并结合这两种策略，在激励消费者。在两个随机实验中，一个是与中国一家大型在线服装零售商合作进行的实地实验，另一个是在亚马逊土耳其机器人上进行的实验，我们比较了每种策略在刺激大量和更长的在线评论方面的有效性。我们发现，财政激励措施更有效地诱导大量的审查，但审查的结果并不是特别长，而社会规范有更大的影响审查的长度。重要的是，我们表明，财政激励和社会规范的结合产生了最大的整体效益，通过激励审查。
In hopes of motivating consumers to provide larger volumes of useful reviews, many retailers offer financial incentives. Here, we explore an alternative approach, social norms. We inform individuals about the volume of reviews authored by peers. We test the effectiveness of using financial incentives, social norms, and a combination of both strategies in motivating consumers. In two randomized experiments, one in the field conducted in partnership with a large online clothing retailer based in China and a second on Amazon Mechanical Turk, we compare the effectiveness of each strategy in stimulating online reviews in larger numbers and of greater length. We find that financial incentives are more effective at inducing larger volumes of reviews, but the reviews that result are not particularly lengthy, whereas social norms have a greater effect on the length of reviews. Importantly, we show that the combination of financial incentives and social norms yields the greatest overall benefit by motivating review...