Wen-Yau Liang, Chun-Che Huang, Tzu-Liang (Bill) Tseng and Jia-Chi Chen
Up to 89.1% of consumers have changed their decisions due to the influence of online reviews. In order to increase the number of reviews, some websites and platforms have adopted…
Abstract
Purpose
Up to 89.1% of consumers have changed their decisions due to the influence of online reviews. In order to increase the number of reviews, some websites and platforms have adopted feedback incentives. Research shows that offering review incentives does increase the likelihood of consumers writing reviews. However, the review reward system also brings some problems. Consumers may doubt the authenticity of product reviews that are incentivized by rewards, believing that reviewers are only writing reviews for personal gain, which has a negative impact on the credibility of the reviews. To address this issue, this study proposes a mechanism for mandatory disclosure of review incentives as research demonstrates that transparent online communication of a platform’s efforts can substantially boost review helpfulness restore trust in online platforms, and even improve purchase intentions.
Design/methodology/approach
This study applies the S-O-R (Stimulus-Organism-Response) theoretical framework and utilizes a simulated situational questionnaire to investigate the impact of online reviews on consumers' emotional and behavioral responses within the context of a mandatory disclosure review reward system. The model identifies four key constructs: review quality as the Stimulus, review credibility and review usefulness as the Organism, and purchase intention as the Response. Data were collected through the questionnaire and subsequently analyzed to understand these relationships.
Findings
The results show that review quality has a significant positive impact on review credibility, review usefulness and purchase intention. Similarly, review credibility and review usefulness also have significant positive impacts on purchase intention.
Originality/value
To mitigate the potential negative effects of review reward systems, this study introduces a mandatory disclosure of the review reward and examines its impact using a simulated situational questionnaire. The study hypothesizes that mandatory disclosure of rewarded reviews enables consumers to identify these reviews, which may, in turn, enhance their purchase intentions.
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Chun‐Che Huang and Chia‐Ming Kuo
Knowledge is perceived as very important asset for organizations and knowledge management is critical for organization competitiveness. Because the nature of knowledge is always…
Abstract
Knowledge is perceived as very important asset for organizations and knowledge management is critical for organization competitiveness. Because the nature of knowledge is always represented as complex and varied, it is difficult to extend effectiveness of knowledge re‐use in organizations. In this article, an approach based on the Zachman’s Framework to externalize organizational knowledge into semi‐structured knowledge is developed, and eXtensible Markup Language (XML) is applied to transform the knowledge into documents. In addition, latent semantic indexing (LSI), which is capable of solving problems of synonyms and antonyms, as well as improving accuracy of document searches, is incorporated to facilitate search of semi‐structured knowledge (SSK) documents based on user demands. The SSK approach shows great promise for organizations to acquire, store, disseminate, and reuse knowledge.
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Ying-Lien Ni, Che-Chun Kuo, Wen Hsin Chang, Chia-Huei Wu and Lung Hung Chen
Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers'…
Abstract
Purpose
Regulatory focus theory suggests that regulatory fit influences individuals' decisions. However, little is known regarding the effect of regulatory fit on sports consumers' purchase intention. Accordingly, the authors extend the concept of regulatory fit to the sports context to understand how advertising claims affect amateur badminton players' purchase intention of badminton rackets.
Design/methodology/approach
A total of 200 amateur badminton players participated in this study. These participants were randomly assigned to the promotion-prime advertising claim or prevention-prime advertising claim condition.
Findings
Authors’ findings demonstrate that the experience fit between personal regulatory focus in the sports context and advertising claims induces higher purchase intention. This finding corresponds with expectations based on regulatory focus theory.
Originality/value
The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy.