From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions
Abstract
:1. Introduction
2. Literature Review and Hypothesis Development
2.1. Incentives in Interactive Marketing: CRFC/RP/CRC
2.2. Interactive Effect between CRFC and Relationship Norms
2.3. The Mediation Role of Self-Disgust
3. Pilot Study
3.1. Method
3.2. Results
3.3. Discussion
4. Study 1
4.1. Method
4.2. Results
4.2.1. Manipulation Check
Relationship-Type Manipulation Check
Incentive Card Manipulation Check
4.2.2. Hypothesis Testing
Interactive Effect Analysis
4.3. Discussion
5. Study 2
5.1. Method
5.2. Results
5.2.1. Manipulation Checks
Relationship-Type Manipulation Check
Incentive Card Manipulation Check
5.2.2. Hypothesis Testing
Interactive Effect Analysis
Mediation Analysis: Self-Disgust
5.3. Discussion
6. Conclusions and Discussion
6.1. Theoretical Contributions
6.2. Managerial Implications
6.3. Limitations and Suggestions for Future Research
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. The Manipulation of Relationship Norms in Study 1
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Stimuli and Cells | MRepurchase | T-Value | MRecommendation | T-Value |
---|---|---|---|---|
Real practical gift cards: RP/CRFC/CRC 1 | MCRFC = 5.08 vs. MRP = 5.08 | Non-sig. | MCRFC =5.05 vs. MRP = 5.21 | Non-sig. |
MCRFC = 5.08 vs. MCRC = 5.58 | t(130) = −2.31, p = 0.022 | MCRFC = 5.05 vs. MCRC = 5.70 | t(130) = −2.85, p = 0.005 | |
MRP = 5.08 vs. M CRC = 5.58; | t(131) =−2.10, p = 0.038 | MRP = 5.21 vs. MCRC = 5.70; | t(131) = −2.13, p = 0.035 |
Stimuli and Cells | MRepurchase | T-Value | MRecommendation | T-Value | Moderator Communal/Exchange |
---|---|---|---|---|---|
2 real practical gift cards (cashback rewards for favorable comments vs. return policy) × 2 relationship norm (exchange vs. communal) 2 | M1 = 5.69 vs. M2 = 4.93 | F(1, 231) = 9.04, p = 0.003 | M1 = 5.45 vs. M2 = 4.72 | F(1, 231) = 6.28, p = 0.013 | Repurchase: F(1, 231) = 13.259, p < 0.001 Recommendation: F(1, 231) = 12.073, p = 0.001 |
M3 = 4.94 vs. M4 = 5.47 | F(1, 231) = 4.57, p = 0.034 | M3 = 4.68 vs. M4 = 5.37 | F(1, 231) = 5.80, p = 0.017 | ||
M1 = 5.69 vs. M3 = 4.94 | F(1, 231) = 9.46, p = 0.002 | M1 = 5.45 vs. M3 = 4.68 | F(1, 231) = 7.60, p = 0.006 | ||
M2 = 4.93 vs. M4 = 5.47 | F(1, 231) = 4.42, p = 0.037 | M2 = 4.72 vs. M4 = 5.37 | F(1, 231) = 4.73, p = 0.031 |
Stimuli and Cells | MRepurchase | T-Value | MRecommendation | T-Value | Moderator Communal/Exchange | Mediator Self-Disgust |
---|---|---|---|---|---|---|
2 fictitious gift cards (appeal for review vs. cashback rewards for favorable comments) X 2 relationship norms (exchange vs. communal) 3 | M1 = 5.53 vs. M2 = 5.11 | F(1, 289) = 4.31, p = 0.039 | M1 = 5.38 vs. M2 = 4.89 | F(1, 289) = 4.88, p = 0.028 | Repurchase: F(1, 289) = 12.972, p < 0.001 Recommendation: F(1, 289) = 11.949, p = 0.001 | Repurchase: B = 0.1319, 95% CI [0.1066, 0.6317] Recommendation: B = 0.1387, 95% CI [0.0991, 0.6415] |
M3 = 4.96 vs. M4 = 5.57 | F(1, 289) = 9.11, p = 0.003 | M3 = 4.92 vs. M4 = 5.50 | F(1, 289) = 7.18, p = 0.008 | |||
M1 = 5.53 vs. M3 = 4.96 | F(1, 289) = 7.80, p = 0.006 | M1 = 5.38 vs. M3 = 4.92 | F(1, 289) = 4.32, p = 0.038 | |||
M2 = 5.11 vs. M4 = 5.57 | F(1, 289) = 5.27, p = 0.022 | M2 = 4.89 vs. M4 = 5.50 | F(1, 289) = 7.94, p = 0.005 |
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Guo, Q. From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 1079-1094. https://doi.org/10.3390/jtaer19020056
Guo Q. From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions. Journal of Theoretical and Applied Electronic Commerce Research. 2024; 19(2):1079-1094. https://doi.org/10.3390/jtaer19020056
Chicago/Turabian StyleGuo, Qingqing. 2024. "From a Penny to Self-Disgust: How Cashback Rewards for Favorable Comments and Relationship Norms Affect Consumers’ Post-Purchase Behavioral Intentions" Journal of Theoretical and Applied Electronic Commerce Research 19, no. 2: 1079-1094. https://doi.org/10.3390/jtaer19020056