Do buyers express their true assessment? Antecedents and consequences of customer praise feedback behaviour on Taobao

Purpose The purpose of this paper is to empirically test a research model that incorporated antecedents of praise feedback behaviour (fear of confrontation and incentive for reducing nuisance costs), praise feedback behaviour (deliberatively praise feedback, casual praise feedback, and true complime...

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Bibliographic Details
Published in:Internet research 2016-01, Vol.26 (5), p.1112-1133
Main Authors: Li, Xiaodong, Guo, Xinshuai, Wang, Chuang, Zhang, Shengliang
Format: Article
Language:English
Subjects:
Behavior
Bias
Collaboration
Consumer behavior
Consumers
Costs
Customer feedback
Customer satisfaction
Customer services
Electronic commerce
Fear
Feedback
Incentives
Model testing
Nuisance
Positive Reinforcement
Product reviews
Ratings & rankings
Reputation
Reputations
Studies
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Summary:Purpose The purpose of this paper is to empirically test a research model that incorporated antecedents of praise feedback behaviour (fear of confrontation and incentive for reducing nuisance costs), praise feedback behaviour (deliberatively praise feedback, casual praise feedback, and true compliment feedback) and consequences (trust and repurchase intention). Design/methodology/approach A structural equation model was employed to test the relationships of the research model using survey data collected from 398 Taobao consumers. Findings The results showed that fear of confrontation and incentive for reducing nuisance costs had a significant positive influence on deliberatively praise feedback and true compliment feedback, respectively, and both antecedents had a significant positive influence on casual praise feedback of consumers. It also showed that trust was influenced negatively by deliberatively praise feedback, and positively by casual praise feedback and true compliment feedback. Meanwhile, deliberatively praise feedback and true compliment feedback were found to have negative and positive influences on repurchase intention, respectively. Originality/value This research was a pilot study to identify a three-dimension conceptualization of praise feedback behaviour from the perspective of customer satisfaction, and to understand positive review bias from the perspective of input processes.
ISSN:1066-2243
2054-5657
DOI:10.1108/IntR-03-2015-0063