THE EFFECTS OF REWARD TYPE ON EVALUATIONS OF AN ONLINE LUCKY DRAW

摘要

This study proposes to fill a research gap by testing the moderating effect that two factors (type of effort requirement and belief in personal good luck) can have on the relationships between reward type and evaluations of an online lucky draw. The study design is a 3 (the type of reward: hedonic vs. utilitarian vs. mystery) x 2 (the type of effort requirement: interesting vs. boring) x 2 (belief in personal good luck: high vs. low) between-subjects design, where belief in personal good luck is a measured chronic personality trait. Evaluation of an online lucky draw campaign is regarded as a dependent variable. The results show that when respondents comply with a boring requirement or have a lesser belief in personal good luck, the provision of hedonic rewards will lead to a more positive evaluation of an online lucky draw than will the provision of utilitarian or mystery rewards. In contrast, when respondents comply with an interesting requirement or have a higher belief in personal good luck, the provision of a mystery reward will lead to a more positive evaluation of an online lucky draw than would be the case for known rewards (i.e., hedonic and utilitarian). With an understanding of how online shoppers evaluate their participation in an online lucky draw campaign, marketers in e-commerce can better understand not only when to use this promotional tactic more effectively, but also how to better allocate their budget for online sales promotions.