TY - GEN
T1 - Encouraging online review posting with push notification
T2 - 39th International Conference on Information Systems, ICIS 2018
AU - Jung, Miyeon
AU - Ryu, Sunghan
AU - Cho, Daegon
N1 - Publisher Copyright:
© International Conference on Information Systems 2018, ICIS 2018.All rights reserved.
PY - 2018
Y1 - 2018
N2 - Recently, many e-commerce services have offered their own mobile apps. In this regard, they use push notifications to send a variety of promotional messages based on customers' behavior. While push notifications have become increasingly widespread in mobile environments, most previous studies have focused on the various aspects of notifications on user responses. However, how these operations influence users' reactions, such as encouraging online review posting, has not been effectively addressed. This specific context (i.e., review posting) demands different approaches compared with general contexts, as users have purchased and experienced the products before receiving the push notification. To examine how the different push notification operations affect customers' online review posting, we ran a field experiment with a special emphasis on notification timing. We sent a mobile push notification at different times, changing the time range between the push date and the date when a customer experienced the service. In the preliminary analysis, push delay negatively affected the probability of review posting, though there was no adverse effect up to three days after the experience. We also found that push delay was more negatively influential for experience goods than search goods. Our study provides useful implications for online marketplaces in the design of an effective management system for online reviews and mobile push notifications.
AB - Recently, many e-commerce services have offered their own mobile apps. In this regard, they use push notifications to send a variety of promotional messages based on customers' behavior. While push notifications have become increasingly widespread in mobile environments, most previous studies have focused on the various aspects of notifications on user responses. However, how these operations influence users' reactions, such as encouraging online review posting, has not been effectively addressed. This specific context (i.e., review posting) demands different approaches compared with general contexts, as users have purchased and experienced the products before receiving the push notification. To examine how the different push notification operations affect customers' online review posting, we ran a field experiment with a special emphasis on notification timing. We sent a mobile push notification at different times, changing the time range between the push date and the date when a customer experienced the service. In the preliminary analysis, push delay negatively affected the probability of review posting, though there was no adverse effect up to three days after the experience. We also found that push delay was more negatively influential for experience goods than search goods. Our study provides useful implications for online marketplaces in the design of an effective management system for online reviews and mobile push notifications.
KW - Online review posting
KW - Push notification
KW - Randomized field experiment
UR - http://www.scopus.com/inward/record.url?scp=85062574306&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85062574306
T3 - International Conference on Information Systems 2018, ICIS 2018
BT - International Conference on Information Systems 2018, ICIS 2018
PB - Association for Information Systems
Y2 - 13 December 2018 through 16 December 2018
ER -