The effect of reward provision timing in mobile application platforms: A social exchange theory perspective

Taeyoung Kim, Jaecheol Park, Il Im

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish
Title of host publication26th Americas Conference on Information Systems, AMCIS 2020
PublisherAssociation for Information Systems
ISBN (Electronic)9781733632546
Publication statusPublished - 2020
Event26th Americas Conference on Information Systems, AMCIS 2020 - Salt Lake City, Virtual, United States
Duration: 2020 Aug 102020 Aug 14

Publication series

Name26th Americas Conference on Information Systems, AMCIS 2020

Conference

Conference26th Americas Conference on Information Systems, AMCIS 2020
CountryUnited States
CitySalt Lake City, Virtual
Period20/8/1020/8/14

Bibliographical note

Publisher Copyright:
© 2020 26th Americas Conference on Information Systems, AMCIS 2020. All rights reserved.

All Science Journal Classification (ASJC) codes

  • Computer Science Applications
  • Information Systems
  • Computer Networks and Communications
  • Library and Information Sciences

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