A Study About The Impacts Of Reward Plan On Online Reviews Of J Glasses Shop

Online consumer reviews provide important experience information for consumers,businesses and E-commerce platform.For consumers,it can provide them reference basis to make purchase decision quickly;for merchants,online consumer reviews can help businesses improve their quality and service,and increase sales;for the platform,the online reviews system can help to restrict high-quality goods and service,can help to excavate high-quality goods.However,under the background of declining comment willingness,how to encourage more customers to participate in comment actively is an important content of shop operation.This dissertation takes the online consumer reviews of J glasses shop as the study project.Through studying the impacts of the reward plan on online reviews quality,so as to help to give play to the effect of the reward strategy effectively,and provide reference for the same industry.Firstly,this dissertation analyses the effects of the current reward plan.Secondly,this dissertation makes a comparative analysis of the impacts of praise reward(vs.non reward)on online reviews.Through these analyses,we can confirm that praise reward plan can increase the comment length,the number of pictures,the number of likes,scores and the number of additional reviews.Since the additional reviews are the self initiative of customers rather than the marketing stimulation,we speculate that customers who apply for praise cash back think that the goods are worthy of high praise,rather than deliberately improve praise the dissatisfied goods in order to obtain cash back.In other words,we speculate that the use of comment reward can achieve the same effects.Therefore,we further conducted a field experiments to compare the impact of comment(vs.non vs.praise)reward.The results show that the comment reward plan(vs.non reward)can significantly increase the comment length,the number of pictures,scores and the number of likes,but there are no significant differences with the return of praise.Finally,this study shows that online merchants can use comment reward plan instead of praise cash back to encourage customers to make online reviews.