TY - GEN
T1 - The effect of reward provision timing in mobile application platforms
T2 - 26th Americas Conference on Information Systems, AMCIS 2020
AU - Kim, Taeyoung
AU - Park, Jaecheol
AU - Im, Il
N1 - Publisher Copyright:
© 2020 26th Americas Conference on Information Systems, AMCIS 2020. All rights reserved.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020
Y1 - 2020
N2 - With the growing size of the food delivery mobile application market, reviews of restaurants are becoming more significant. As part of their marketing strategy, restaurants listed in Korean food delivery mobile applications such as Baemin and Yogiyo have come up with the Advance Review Reward Promotion (ARRP) in which rewards are given out before writing a review. Despite the perception of great loss accompanied by giving out rewards with uncertain promises from consumers, more and more restaurants are explosively expanding their ARRP, and restaurants not offering such reward promotions are considered rare. Based on extant literature, we hypothesized that the Traditional Review Reward Promotion (TRRP) in which rewards are given out after writing restaurant reviews and ARRP differ in terms of the quantity of reviews, the deviation of the quality of verbal information in reviews, and the quantity of reviews included visual information according to the timing of reward provision.
AB - With the growing size of the food delivery mobile application market, reviews of restaurants are becoming more significant. As part of their marketing strategy, restaurants listed in Korean food delivery mobile applications such as Baemin and Yogiyo have come up with the Advance Review Reward Promotion (ARRP) in which rewards are given out before writing a review. Despite the perception of great loss accompanied by giving out rewards with uncertain promises from consumers, more and more restaurants are explosively expanding their ARRP, and restaurants not offering such reward promotions are considered rare. Based on extant literature, we hypothesized that the Traditional Review Reward Promotion (TRRP) in which rewards are given out after writing restaurant reviews and ARRP differ in terms of the quantity of reviews, the deviation of the quality of verbal information in reviews, and the quantity of reviews included visual information according to the timing of reward provision.
UR - http://www.scopus.com/inward/record.url?scp=85097717173&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85097717173&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85097717173
T3 - 26th Americas Conference on Information Systems, AMCIS 2020
BT - 26th Americas Conference on Information Systems, AMCIS 2020
PB - Association for Information Systems
Y2 - 10 August 2020 through 14 August 2020
ER -