The Research Of Praise Comments Rebate Affecting Online Shopping Consumers’ Psychological Reactance

The unique discussable feature of online shopping makes the online comments as one of the most important standards when the consumers select products.So most of the E-distributors adopt “Praise Comments Rebate”--this kind of conditional promotion to enhance sales?enhance frequency of consumers’ purchase,as well as the loyalty of consumers.Before acquiring the discount by the promotion,consumers are required to log on the online platform and make comments after bought and received the products,and the praise comments need to follow the format offered by the E-distributors.However,we found the phenomenon that not all of the consumers accept this kind of promotion,some of them arise psychological reactance instead.Thus we wonder why the same marketing mode results in different effect on consumers,how the psychological reactance generates.Does the timing of rebate recommendation affect consumers’ psychological reactance in such extent? Such problems as the reason of praise comments rebate affecting online shopping consumers’ psychological reactance,as well as the reasonable suggestion offered to the E-distributor are need to be cleared up.This study set up praise comments rebate vs consumers’ psychological reactance theory model,based on the assortment and analysis of relative literature for rebate promotion ? psychological reactance and consumers’ personality.This study mainly discussed four questions as below:(1)Whether different modes of praise comments rebate affect consumers’ psychological reactance;(2)The effect of consumers’ personality during different modes of praise comments rebate interfere consumers’ psychological reactance;(3)Whether different recommend timing of praise comments rebate affects consumers’ psychological reactance;(4)The effect of consumers’ personality during different recommend timing of praise comments rebate interfere consumers’ psychological reactance.The experiment concluded:(1)Three most frequently used modes of praise comments rebate resulted in consumers’ psychological reactance in different extent,group of “Praise comments + limited words” has the strongest psychological reactance,and reactance extent of group “Praise comments + photo + words” and group “Praise comments + limited word counts” decreased accordingly;(2)Among the process that three most frequently used modes of praise comments rebate resulted in consumers’ psychological reactance,consumers’ personality played a role of adjust effect;(3)Recommend timing for praise comments debate(Before selling,after selling)resulted in consumers’ psychological reactance in different extent,the recommend after selling resulted in higher psychological reactance than the recommend before selling;(4)Among the recommend timing for praise comments debate(Before selling,after selling)resulted in consumers’ psychological reactance,consumers’ personality played a role of adjust effect: Under the circumstance of recommend before selling,consumers with inner-personality have stronger sense of psychological reactance;under the circumstance of recommend after selling,consumers with extraversion-personality have stronger sense of psychological reactance.According to above research results,the paper provided relevant measures and suggestion regarding more effective way to promote praise comments rebate for e-distributors and marketing staff.