How do you motivate consumers to write online reviews?

How do you motivate consumers to

write online reviews?

A study examining the effects of different types of incentives and the certainty of receiving these incentives on consumers’ eWOM behavior

University of Groningen

Faculty of Economics and Business MSc. Marketing Management M.C. (Marnix) Teensma

s3271498

Introduction

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Topic choice

 Intrinsically motivated to write online reviews

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Research on incentives

 Prior research

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Status Quo

 Uncertain incentives

Research questions

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RQ1:

What are the effects of monetary versus non-monetary incentives on

consumers’ intention to write an online review?

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RQ2: What is the effect of the certainty of receiving (non-)monetary incentives on

consumers’ intention to write an online review?

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RQ3: How does the certainty of the incentives affect the strength of the relation of

(non-)monetary incentives on consumers’ intention to write an online

review?

Conceptual model

Certainty of the incentive

Certain vs. Uncertain

(Dependent variable)

Intention to write an OCR

(Control variables) - Tendency to write an OCR

- Brand likeability - Gender

- Age (Moderating variable)

Hypotheses of the study

H1 Monetary incentives have a higher positive effect on consumers’ intention to write online reviews compared to non-monetary incentives

H2 Certain incentives have a higher positive effect on consumers’ intention to write online reviews compared to uncertain incentives

H3 Monetary incentives will have a higher positive effect on consumers’ intention to write an online review when the incentive is certain compared to when they are uncertain

H4 (Non-)monetary incentives will have a higher positive effect on consumers’ intention to write an online review when consumers are highly sensitive to rewards

Research design

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2 x 3 factorial between subject design

Level of self-sufficiency

Vohs, 2006

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‘Self sufficiency is an insulated state wherein people put forth effort to attain personal

Survey design

Scenario

Stimuli

 Product review invitations

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Measurements of constructs

Stimuli

Certain money incentive

(Condition 1)

Uncertain money incentive

Results (1): Sample

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N = 279

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Average age = 27

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60% male, 40% female

Results

(3): Reward sensitivity and control

variables

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Reward sensitivity

?

 Multicollinearity issues

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Tendency to write an OCR

√

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Brand likeability effect

√

Discussion of the results

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Are the results in line with the findings of the literature review?

 Monetary versus non-monetary incentives

- Gift card

 (Un)certainty of receiving the incentive

 Reward sensitivity

- Difficult to interpret

Limitations

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Methodology

 Magnitude of incentives  Choice for incentives  No control group

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Sample

 Size

 Method: convenience sampling  Variation in age

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Scenario

 Fictitious

Thank you for your attention!

Let’s have a nice discussion!