Impact of promotion on online review ratings : The moderating role of temporal distance and deal proneness

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Detail(s)

Original languageEnglish
Title of host publicationPacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
PublisherPacific Asia Conference on Information Systems
ISBN (Print)9789860491029
StatePublished - 2016

Conference

Title20th Pacific Asia Conference on Information Systems (PACIS 2016)
LocationNice Prince Hotel
PlaceTaiwan
CityChiayi
Period27 June - 1 July 2016

Abstract

Promotion and online reviews - have been considerably studied separately. Although marketing literature has shown that promotions could influence customer postpurchase evaluative response, little is known about how promotions will affect customer behavior in online reviews. This research examines the effects of promotion on online review ratings. In addition, this study also explores how temporal distance between purchase and posting online review, and customer deal proneness moderate the relationship between promotion and online review ratings. We collect a unique dataset by combining customer transaction records with their behavior in online reviews, and use an ordered probit model to test our hypotheses. Our results show that coupon promotions have a positive impact on online review ratings, and the strength of this impact varies in reverse of the time delay between purchase and posting online reviews. And this relationship is enhanced when customers have high deal proneness.

Research Area(s)

  • Coupon promotion, Deal proneness, Online review rating, Temporal distance

Citation Format(s)

Impact of promotion on online review ratings : The moderating role of temporal distance and deal proneness. / Wu, Ji; Zhao, J. Leon; Fan, Shaokun.

Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. Pacific Asia Conference on Information Systems, 2016.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review