Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer
研究了消费者在限时优惠中愿意回应电子口碑征询的驱动因素，发现对高参与度个体用收益框架、低参与度用损失框架，并在截止日前尽早征询最有效。
To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals.