Abstract:

Cashback for favourable comment is a new form of marketing activities on the network shopping platform, it as a reward way has affected the content and quality of consumer online reviews. Although cashback is widely used in electronic commerce environment, theoretical mechanism and empirical research of the effect on consumer online reviews are extremely scarce. Based on double-entry mental accounting as mediation mechanism, using situational experiment method：2（cashback level：high and low）×2（product experience: positive and negative）,this paper analyses the effect of interactive items between cashback for favourable comment and product experience on consumer online star rating and text comment. The study finds that：（1）for high degree of praise cashback, the star rating change value of negative experience consumes are higher than that of positive experience consumers, and text comment tend to be more neutral; for low degree of praise cashback, the star rating change value of positive experience consumers are higher than that of negative experience consumers, and text comment tend to be more commendatory.（2）for high degree of praise cashback, negative experience consumers are more likely to think of the pain of payment, ɑ coefficient of double-entry mental accounting acts as the mediator between product experience and consumer online review; for low degree of praise cashback, positive experience consumers are more likely to think of the happiness of consumption, ß coefficient of double-entry mental accounting acts as the mediator between product experience and consumer online review.

Key words: cashback for favourable comment, product experience, double-entry mental accounting, consumer online review