From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions

• Qingqing Guo ^[1]
  1. [1] East China University of Political Science and Law

     East China University of Political Science and Law

     China

     
• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 19, Nº. 2, 2024, págs. 1079-1094
• Idioma: inglés
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• Resumen

  • Sellers of platforms offering cashback rewards for favorable comments (hereinafter CRFC) to generate positive online reviews are ubiquitous. This research examines when and how a CRFC influences consumers’ post-purchase behavioral intentions regarding repurchase and recommendation.

    Anchoring on the relationship norms theory and casting light on consumers’ self-perceptions, the effect of a CRFC on consumers’ post-purchase behavioral intentions is contingent on the relationship norms. The findings of a pilot study and two experimental studies show that after a CRFC offer, communal consumers experienced lower post-purchase behavioral intentions than exchange consumers, and that consumers’ feeling of self-disgust is the mechanism underlying this interactive effect. Specifically, a CRFC is effective for exchange consumers but not for communal consumers because it triggers self-disgust in communal consumers. This paper thus reveals the mediating role of self-disgust in the interactive effect of CRFC and relationship norms on post-purchase behavioral intentions. The implications for sellers, platforms and consumers are discussed.